Bord Bia has launched a new promotion in the US to support the Irish cream liqueur export category.
The promotion will take place in 75 Total Wine liqueur outlets from New Jersey to Texas, and will involve in-store tastings of the product in an effort to increase sales.
Aiming To "Raise Awareness"
Bord Bia's manager for North America, Henry Horkan, stated, "Bord Bia is undertaking this activity to support the Irish Cream Liqueur category in the US, especially important at a time when our producers are dealing with the imposition of punitive tariffs. US consumers appreciate the quality and taste of Irish cream liqueur, and we want to ensure the loyalty and position it holds is protected and strengthened during this difficult time. We also want to raise awareness amongst consumers of the geographical indicator status of Irish cream liqueur, which aims to protect the integrity and quality of this unique category, and, indeed, the investment being made by producers on the island of Ireland."
Irish Cream Liqueur is protected under law by its geographical status. The geographical indicator (GI) means that to be branded and sold as Irish cream liqueur around the world, the product must be produced on the island of Ireland using Irish dairy cream and Irish whiskey.
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