Liqueurs have long been positioned as a supporting act in the drinks world, but in recent years they've played more of a starring role in cocktails and other serves. One company that knows more than most about the versatility of liqueurs is Creamy Creation, a leading business-to-business (B2B) developer and manufacturer of cream liqueurs. Our podcast host, Melita Kiely, recently caught up with Matthew Benny, chief commercial officer for the Americas at Creamy Creation, to discuss both the category and company in detail. The conversation starts by debunking some common misconceptions about liqueurs before also covering trends shaping the category, how to discover new opportunities for growth in a challenging economy, and the future direction Matthew envisions, both for the broader liqueur category and Creamy Creation.
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The Spirits Business Podcast is hosted by Melita Kiely, editor-in-chief of The Spirits Business. This podcast episode was edited by Matchbox Motion.
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