Производитель кремовых ликеров перечислил главные ошибки брендов при разработке продукции

What are the biggest mistakes brand owners make? Developing a successful cream liqueur takes more than a compelling concept. Creamy Creation shares five pitfalls to avoid and explains why choosing the right product development partner can make all the difference. Third-party producers operate in a unique position within the spirits world. Their skill sets transcend production prowess and technical developments, combined with an overarching view of successful branding, market demand and flavour trends. With that overview, third-party distillers have lived experience of common mistakes brand owners make. Creamy Creation, a leading B2B (business-to-business) manufacturer and developer of cream liqueurs, has seen first-hand what can make or break a brand. Specifically relating to cream liqueur products, Simone Bouman, chief commercial officer – EMEA & APAC, Creamy Creation, explains: “A common misconception is that the creative bandwidth is going to be limited to thick viscosity and brown flavours. In reality, there’s a lot of variation possible: low pH (mixable) products, thinner viscosity, fruit flavours, etc. “Cream-based beverages can be made with a wide ABV range, from low-ABV RTDs all the way up to 17%+ ABV products.” Creamy Creation has created myriad concepts over the years that demonstrate the capabilities Bouman notes. Examples include the company’s plant-based options, such as the Oats Liqueur concept, which is vegan and gluten-free. Plus, with the increasing interest in moderation, Creamy Creation designed an alcohol-free product line for those looking to reduce their alcohol intake or abstain altogether. However, Bouman says the most common mistake brands make before they begin product development is a combination of branding and product quality. “Brands typically underestimate the marketing efforts needed to be successful,” she notes. “You have to stand out on the shelf with a great story, branding, bottle design, etc, to get that first purchase. Product quality is crucial to getting repeat purchases.” I ask Bouman how often Creamy Creation is approached to develop a particular concept that may sound exciting, but realistically isn’t commercially viable. “It’s common to get product requests that aren’t viable or technically possible yet,” she replies. “We’ve been doing this for more than 45 years and have developed and commercialised plenty of technically challenging products. If there’s a new concept that has potential but needs more research and development, we will start a project to explore if we can make it commercially viable.” Balancing creativity and consistency It’s a key reason why finding the right partner to develop product concepts is imperative to long-term success. Both parties need to believe in the final product – and the third-party distillery must have the technical know-how to execute the idea perfectly. It’s a “constant battle”, as Bouman describes it, to balance that creativity with manufacturing and long-term consistency. “We have to weigh both options and sometimes advise customers to yield some creative aspects to make the product more consistent and easier to commercialise,” she adds. So, how do you ensure you are working with the right partner? What questions should brands be asking the developers and producers they work with? “From a production standpoint, what kind of quality control measures do their partners have in place, or what type of audits or quality certificates do they hold, and whether they have an in-house lab,” Bouman advises. “What type of current and future capacity do they have, i.e. can you grow with me? “In addition to that, what other support services do their partners offer? For example, regulatory, accounting, marketing, innovation, product development, etc.” She notes how Creamy Creation supports brands throughout their product development journey, spanning market insights and regulatory guidance to technical support and quality assurance. Brands are also supported with their international ambitions to launch their products in multiple markets. The company’s award-winning portfolio and broad scope of products mean it has a strong positioning in the cream liqueur production space. At the end of the day, the standard of the liquid will be the determining factor for repeat purchases. That’s why “the quality of the goods we manufacture is our top priority”, Bouman says. Related news Creamy Creation: how cream liqueurs became a standout spirits category