Scotland’s top off-trade liqueurs and cream liqueurs

Raspberry and honey

LIQUEURS provide retailers with good sales opportunities – including, traditionally, at Christmas and other seasonal events.
But the liqueurs scene has been changing rapidly. Combine non-cream and cream liqueurs and you get £29m of Scottish off-trade sales – that’s almost twice the value of imported whiskey and more than three times the value of Cognac.
But while not so long ago most of the growth was in cream liqueurs now it’s in non-cream drinks.
The top two non-cream liqueurs Drambuie and Jagermeister both did well, growing at 7%, just ahead of the market rate of 6%.
But probably the star performance of the year came from French raspberry liqueur Chambord.
It’s an ingredient in a number of cocktails that are popular in the on-trade, including the French Martini, and perhaps on the back of a home cocktails trend, increased sales by 49%, adding more than £350,000 to move above £1m.
Also growing significantly were American whiskey-based honey liqueurs from Jack Daniel and Jim Beam.
Cream liqueurs sales in Scottish take-home are now heavily dominated by Diageo’s Baileys brand, which has six lines in the top 15.
Baileys Original, massively the cream liqueurs lead brand, did well to perform ahead of a market where dramatic declines in a number of the smaller brands meant the overall category was down.
Of non-Bailey’s lines only Thornton’s Chocolate Liqueur showed growth. Warninks White, new to the market, made 10th position. Within the Baileys family Chocolat Luxe was the big success, perhaps at the expense of other Baileys products.

Scotland’s top off-trade liqueurs by sales value :

Rank	Brand	MAT £000s to w/e 04.01.14	MAT £000s to /we 03.01.15	% Change
	Total non-cream liqueurs	18,809	19,979	6
1	Drambuie	2,346	2,504	7
2	Jagermeister	1,937	2,065	7
3	Tia Maria	1,841	1,751	-5
4	Jack Daniels Honey	1,422	1,680	18
5	Disaronno	1,443	1,593	10
6	Glayva Liqueur	1,391	1,388	0
7	Cointreau	1,254	1,140	-9
8	Chambord	722	1,074	49
9	Sourz Apple	967	933	-4
10	Sourz Raspberry	715	714	0
11	Kahlua	259	295	14
12	Soiree Amaretto	252	271	8
13	Sourz Cherry	239	246	3
14	Sourz Mango	335	239	-29
15	Jim Beam Honey	107	223	108

Scotland’s top off-trade cream liqueurs by sales value :

Rank	Brand	MAT £000s to w/e 04.01.14	MAT £000s to /we 03.01.15	% Change
	Total cream liqueurs	9,355	9,187	-2
1	Baileys Original	6,092	6,277	3
2	Irish Meadow	651	478	-26
3	Baileys Chocolat Luxe	240	315	31
4	Irish Knights Liqueur	356	312	-12
5	Baileys Orange Truffle	324	300	-7
6	Baileys Coffee	144	125	-13
7	Amarula	134	118	-12
8	Sheridan's	139	107	-23
9	Thorntons Chocolate Liqueur	75	82	10
10	Warninks White		54
11	Carolans	151	51	-66
12	Country Mist Cream Liqueur	75	37	-51
13	O'Grady Cream	41	32	-21
14	Baileys Flavours Pack	26	30	16
15	Baileys Biscotti	195	27	-86