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BrandGenuity Mixes Well With Kahlúa

Kahlúa, one of the world’s most popular and best known liqueurs, has selected Brandgenuity as its exclusive licensing agency.

The classic Mexican coffee liqueur got its start when Pedro Domecq, a sherry and brandy producer from Spain, began producing the coffee liqueur in Veracruz, Mexico. The company was partially acquired by Pernod Ricard in 2005, and now has its headquarters in Sweden, but Kahlúa production is maintained in Mexico. It is arguably the most popular coffee liqueur in the world, and is the central ingredient in a variety of classic cocktails, including the Espresso Martini, White Russian and Cold Brew Soda.

In 2019 Kahlúa sold more than 1.5 million 9 litre cases and shipped to more than 15 markets, in 2019. However, at present the brand has only two licensing partners, those being Keurig and White Coffee. Brandgenuity’s task will be to build on that base and introduce new licensing partners.

“We are so excited to get started with Brandgenuity to build a strategic and innovative licensing program for Kahlúa,” said Tamara Urukalo, the Global VP Marketing at Kahlúa. “We are the number one coffee liqueur brand, and coffee cocktails are exploding globally. The Espresso Martini is the number seven most asked for cocktail in the world, according to Drinks International.

“Brandgenuity really understood our brand,” Urukalo added. “That we are made with arabica coffee, sugar cane rum, and a sprinkling of colorful Mexican heritage with a witty, fun and inclusive personality.”

Brandgenuity, which has worked successfully with a range of high end liquor companies, said Kahlúa is a natural for a successful licensing campaign.

“We love Kahlúa – its taste profile and its playful positioning,” said Teri Niadna, Managing Director of Brandgenuity Europe. “It’s the original fun-loving coffee liqueur and has all the right stuff: high awareness, a distinctive taste, great packaging and personality. Plus, who doesn’t love an Espresso Martini cocktail or an iced coffee with extra oomph? We could all do with a little fun right now.”

 

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