Eager to be the creamof the crop

This year's explosion in the cream liqueur market is set to continue with the launch of two new brands ­ Talea Amaretto Cream and Drambuie Cream. Although the sector seemed to be cornered by Bailey's, the launch of Allied-Domecq's Tia Lusso proved there was room for more competitors. Looking to take advantage of this wider demand, Drambuie has now rolled out its Drambuie Cream variant nationwide after successful trials last year. Drambuie is aiming for the premium end of the market, positioning itself as the only cream liqueur to be made with 15 to 17-year-old malts ­ making it smoother and lighter than rivals, according to marketing director Patrick Venning. He added: "The product has the genuine credentials to take the premium position in the cream liqueur category and our price position reflects that." The launch of the brand will be backed with extensive advertising, sampling and PR support. Meanwhile Ilva Saronno, Italian producers of Talea cream liqueur, has appointed The Drinks Company to distribute its brand across the UK. Like Tia Lusso, the Amaretto-based Talea is looking at expanding the cream liqueur market to younger consumers. The new 17% abv brand is aimed at the style-conscious female consumer aged 20-plus. Denise McArdle, marketing director for The Drinks Company, said Talea has Italian style and appeal and a unique taste and is lower in fat and lighter in style than many other cream liqueurs.