Specialist drinks company Duty Free Global (DFG) has been appointed to represent Indian cream liqueur brand House of Somrus in global travel retail. Duty Free Global will be introducing the brand at the inaugural Moodie Davitt Virtual Travel Retail Expo in October, where it will be exhibiting in #Virtual Stand WS-P1.
House of Somrus offers a range of Indian-inspired cream liqueurs. These are made with dairy cream and five-times distilled hand-crafted rum. Its range is low ABV, preservative-free, gluten-free and is made with no artificial flavours.
The House of Somrus portfolio is comprised of the Coffee, Mango and Kulfi flavours. Coffee was inspired by ‘Kaapi,’ a popular filter coffee in South India. It is made with an artisanal blend of Arabica coffee and roasted chicory.
Mango takes inspiration from the Mango Lassi and the Indian Aamrus milkshake. It is crafted with a blend of fresh Alphonso mangoes, dairy cream and rum. Kulfi was based on popular Indian desserts from Kulfi and Ras Malai and offers a flavourful mixture of Eastern spices and nuts.
“We’re thrilled to be representing The House of Somrus in the GTR channel – Somrus is an exciting, highly awarded brand with a super-premium look, which introduces the unique flavours of India in a delicious cream liqueur to worldwide consumers,” said Duty Free Global Founder & Commercial Director Barry Geoghegan.
“This is one of the most innovative new launches in this category almost since this category was invented in 1974,” Geoghegan added. “We are confident that our travel retail operator partners will be delighted to list and promote this superb range of product as it will appeal to a large group of passengers.
“The newest expression, Somrus Coffee, is packaged in a stunning rose gold bottle has been extremely well-received by buyers and travel retail operators. Along with the addition of a specialty Value Added Pack set that features the Coffee (750ml) with cocktail recipes, plus two 50mls bottles of the other flavours. We are both excited and eager to share more about the brand with our network at The Moodie Davitt Virtual Travel Retail Expo in October.”
The House of Somrus Director of Global Business Guy May added, “It is a privilege to be working with Barry and the DFG team on this uniquely exciting project. When I joined The House of Somrus earlier this year, it was clear that they had created a brand that is next generation and truly innovative in the category.
“Somrus’s ‘spiked rum creams’ are highly mixable with other spirits and importantly with non-alcoholic beverages — such as cold brew or coconut water — to create a lower calorie and low ABV drinking solution. The talented team at DFG are well-established to help bring our unique flavours, from a region representing a fifth of the world’s population, to the travel retail channel.”
Duty Free Global is a Platinum Partner at Moodie Davitt Virtual Travel Retail Expo
The unique 5-day live event, followed by a 30-day showcase, begins on 12 October, just after the conclusion of the Chinese Golden Week holidays. It features a star-studded series of events across the five days, including a Symposium, category workshops and a new consumer research initiative.
Registration is free for buyers, exhibitors and preferred media partners (Click here to register).