New design, marketing boost for Carolans

ONE of Ireland’s best known dairy related products is to get a 25% increase in marketing spend, and a packaging re-design.

Rich double cream is a main ingredient of Carolans Irish Cream, along with honey and aged Irish spirits.

It is produced at Clonmel in Co Tipperary, in the midst of Ireland’s dairy farm land.

It is one of two liqueur drinks which play a significant role in the Irish dairy industry.

Baileys is the top selling liqueur in the world, with owners Diageo recently reporting a 7% sales increase to 6.6 million units per year, creating demand for more than 50 million gallons of milk annually.

But Carolans is the second largest cream liqueur brand in the world, selling more than 700,000 cases.

Now, owners C&C International aim to maximise the brand’s growth potential and reassert its quality of taste and authentic Irish heritage with a new image.

They say Carolans continues to be the “preferred” Irish cream in double-blind consumer taste tests, and advance consumer research of the new brand image was overwhelmingly positive.

The United States is the leading market for Carolans, followed by Canada and the UK.