INTERNATIONAL. Leading cruise retail concessionaire Harding and House of Somrus have struck a year-long strategic partnership to promote the fast-growing cream liqueur brand onboard seven Carnival Cruise Line ships.
The House of Somrus Director Global Business Guy May said that the cruise industry is poised for a big bounceback in 2022. He cited data from Cruise Lines International Association that found that 74% of cruisers are likely to cruise in the next few years, with two out of three saying they would cruise within one year.
“Cruisers are very loyal when it comes to vacationing decisions and have a culture of their own. I expect the ships to fill quickly again especially on trusted and beloved operators like Carnival Cruise Line.
“At The House of Somrus, we are evolving as brand marketers in the post-pandemic world as it is become clear that the new normal will not be ‘business as usual.’ Somrus has become the fastest growing cream liqueur in the US and we’ve seen how consumers are less interested in the same old brands being marketed in the same old ways.
“Building brands has become more experiential, involves more discovery, with a focus on affordable luxury. This requires an integrated brand building team from brand owner to retailer. When our global travel retail partner Duty Free Global introduced me to the team at Harding it became clear that their consumer-focused innovative approach to retailing was a perfect fit for a brand like Somrus. Harding’s Oceantainment programme is unique and engages consumers from pre to post cruise with elements that include all aspects of experiential marketing.
“We were so impressed by the Harding Team that a seasonal three-month programme quickly grew into an exclusive 12+ month partnership; a first for The House of Somrus and Harding.”
Harding Head of Marketing & Digital Tony Phillips added: “Harding is committed to working with world class brands and the world biggest cruise brands to make our customers journey’s even more memorable.
“We continuously challenge ourselves to deliver innovative and exciting assortments and ‘moments’ for our customers. We are passionate about delivering disruptive and dynamic experiences not only from known and trusted brands but the best new and emerging brands. As retail pivots in a rapidly changing world, Harding’s unique Oceantainment programme continues to understand the customer’s buying journey allowing us to seamlessly connect passengers, cruise brands and products.
“Our new partnership with The House of Somrus means we can introduce new flavours, engaging storytelling and outstanding value to our customers. We are proud to be partnering with the fastest growing cream liqueur brand in the US and are excited to share The House of Somrus story with our customers.”
*Harding and The House of Somrus are each partners of this week’s Virtual Travel Retail Expo. Somrus is exclusive sponsor of the event’s virtual coffee breaks. Harding Chief Commercial Officer Matthew Harding will speak in a special session on the cruise sector later today (0900EST/1500 CET/2100 Beijing); full agenda here.
