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The decision to enter the travel retail channel was taken after Bushmills Irish Cream made a very successful launch into the US domestic market in early 2004 |
UK. The Old Bushmills Distillery, part of the Pernod Ricard Group, has announced the successful debut of the Irish cream liqueur in travel retail.
Bushmills Irish Cream was introduced to Aer Rianta outlets in Dublin and Cork in October 2004, where sales were “very encouraging”. In November, it was made available to UK airport outlets with listings in World Duty Free outlets in all terminals at London Heathrow Airport, in both London Gatwick Airport terminals, and in London Stansted Airport, Glasgow Airport and Edinburgh Airport.
Managing Director Pernod Ricard Europe Travel Retail Ian Williams said: “The decision to enter the travel retail channel was taken after Bushmills Irish Cream made a very successful launch into the US domestic market in early 2004. The brand has already been given numerous awards and accolades prior to its recent launch in World Duty Free outlets. It won Double Gold and the overall award for “˜Best Cream Liqueur’ in the San Francisco World Spirits Competition. Renowned expert Paul Pacult also hailed it the Best Liqueur of 2004 when granting it a five-star rating. We are confident therefore that it will perform successfully in the travel retail sector.”
Bushmills Irish Cream is targeted at both male and female consumers. It is described as having “a rich but balanced flavour infused with the taste of chocolate, vanilla and coconut”, and can be enjoyed straight, with ice or with coffee, hot chocolate and cocktails.
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