INDIA. Fast-growing cream liqueur House of Somrus made its debut at Delhi Duty Free in November, the latest step in the brand’s expansion drive across travel retail markets worldwide. Delhi Duty Free at Indira Gandhi International Airport is the first travel retailer in the Indian subcontinent to launch the product.
The cream liqueur line, with its tag line ‘Inspired by India, Made for The World’, entered Delhi Duty Free stores in time for the festive gifting season, through new Indian distribution partner Aspri Spirits Pvt Ltd.
Somrus offers three expressions. These include:
Somrus Coffee Cream Liqueur: This combines Arabica coffee and roasted chicory with handcrafted rum and real dairy cream (evocative of ‘Kaapi,’ a popular filter coffee in South India).
Somrus Mango Cream Liqueur: This is crafted with a blend of fresh Alphonso mangoes, real dairy cream and the same handcrafted rum (resembling Mango Lassi and the Indian Aamrus (mango) milkshake).
Somrus Chai Cream Liqueur: This is based on popular spices found in the namesake beverage along with the Indian desserts Kulfi and RasMalai, offering “a flavour explosion for all to enjoy”.
Delhi Duty Free CEO Ashish Chopra said: “It is our great pleasure to partner with Somrus as it brings the unique flavours of India to the world in a delicious cream liqueur through its exciting and highly acclaimed recipes. Among the most innovative launches we have seen recently, this one stands out.
“Keeping up with trends among world travellers is something we take pride in at Delhi Duty Free. In addition to providing opportunities for brands, we as retailers are also able to offer exclusive products to our customers, who are constantly looking for the latest trends.”
Aspri Spirits Co-Founder Jackie Matai said: “It is our pleasure to be associated with the House of Somrus and bring home the unique and delectable India inspired liqueur to the Indian consumer. The flavours resonate with the Indian customer. We have no doubt that it will set the pace and create new benchmarks in the liqueur category.”
Aspri Spirits Co-Founder Arun Kumar said: “We at Aspri Spirits take pride in collaborating with the House of Somrus to bring this remarkable range of products which captures the true Indian ethos and flavours. We have no doubt that the discerning Indian and sub-continent audience will not only savour the product but will be natural brand ambassadors for the range locally and globally.”
The House of Somrus Director Global Business Guy May said: “‘Inspired by India, Made for The World’ – seeing Somrus on the shelves at Delhi Duty Free stores is one of the industry’s best ‘coming home’ stories of the year. We are grateful to our partners Delhi Duty Free, Aspri Spirits and Duty Free Global who have shared our passion for this brand.
“We start a new chapter in the evolution of the liqueur category, bringing excitement and innovation to India’s consumers and global travellers.”
About The House of Somrus
Somrus liqueurs are crafted from high-quality ingredients and use all-natural flavours. The company notes that they are “extremely versatile and low ABV, to enhance and elevate the beverage experience. Perk up your morning coffee, enjoy an afternoon pick-me-up, or splash some Somrus into your evening cocktail. Morning, noon, and night—Somrus suits every mood and occasion. Somrus makes a welcome addition to the many year-round festivals of India.”
