77: How to Create an Award-Winning Cream Liqueur with Matthew Benny of Creamy Creation [Sponsored] - Business of Drinks

Thinking about launching a cream-based or emulsified alcoholic beverage? This sponsored episode is a must-listen.

We’re joined by Matthew Benny, Chief Commercial Officer – The Americas, at Creamy Creation, a global leader in developing award-winning cream liqueurs and emulsified alcoholic drinks since 1979. From bourbon creams to plant-based oat liqueurs to cream-based RTDs, Creamy Creation is at the forefront of innovation in this highly technical and specialized category.

In this conversation, Matthew pulls back the curtain on what it really takes to create and scale a cream-based product — and why the category is brimming with opportunity for innovative brands. You’ll hear how consumer trends like indulgence and nostalgia are driving demand, and how forward-thinking companies are pushing flavor boundaries far beyond the traditional bourbon, chocolate, and coffee flavor profiles.

We also dig into the technical hurdles that can derail an emulsified beverage launch — and how the right development partner can help you sidestep them. 

Matthew explains:

• The biggest mistakes founders make when bringing a cream-based beverage to market — and how to market these products so they actually move off the shelf.

• How Creamy Creation works with clients of all sizes, from entrepreneurs with only a concept to multinationals with fully specced briefs.

• How to avoid costly bottlenecks in retort processing for low-ABV cream products, and alternatives that open the door to more flexible production.

• Why cream-based drinks don’t just sell in the winter, aren’t just for female consumers, and don’t actually need to be refrigerated.
  

If you’re curious about adding a cream liqueur to your portfolio, exploring plant-based indulgence, or looking for ways to stand out in a traditional category, this episode is packed with insights to shorten your learning curve and boost your chances of success.

Don’t miss our next episode, dropping on August 20.

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Erica Duecy, co-host: Erica Duecy is founder and co-host of Business of Drinks and one of the drinks industry’s most accomplished digital and content strategists. She runs the consultancy and advisory arm of Business of Drinks and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.

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Instagram @ericaduecy

Scott Rosenbaum, co-host: Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. He currently serves as Head of Search at Distill Ventures. He was formerly the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.

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Caroline Lamb, contributor: Caroline is a producer and on-air contributor at Business of Drinks and a key account sales and marketing specialist at AHD Vintners, a Michigan-based importer and distributor.

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Instagram @borkaline

SPONSOR: SWIG Partners is exclusively offering $100 off their supplier-distributor matchmaking fee when you mention the Business of Drinks podcast, or inquire via this link: ⁠https://www.swigpartners.com/businessofdrinks

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