The firm’s strategic plan foresees the sale of 300,000 bottles in the next two years in a market that has witnessed a rise in liqueur consumption of 44 million bottles in 2005, 7% more than the previous year. Within the market of liqueurs, the specific sector of “cream liqueurs” has been growing over the last several years, capturing a significant market share.

Williams & Humbert have projected a solid investment plan to achieve a solid position in this important market. This position is focused on their production of the only cream liqueur made from Solera Gran Reserva Brandy – the internationally renowned Gran Duque de Alba. “This aspect of the brandy allows us to offer a young image of Duque de Alba while marketing male consumption of the Crema,” points out the Director of International Sales. Some of the objectives they have established are the product’s introduction in the main points of sale, especially in restaurants and hypermarkets, as well as raising consumer awareness of the brand. For the latter purpose they are planning the design and production of actions specific to these channels in addition to a national communication campaign.