Why Cream Liqueurs Are Having A Moment
There’s something in the air, and it might be Irish Cream
The holidays come with their usual cast of beverage characters: mulled wine, hot toddies, spiked eggnog. But quietly climbing the ranks behind the bar is a category that’s often underestimated, often undertrained, and very much in demand: cream liqueurs.
Rich, cozy, and just sweet enough to feel like dessert in a glass, cream liqueurs have become a quiet staple on winter drink menus across the world. And now, the data backs it up.
Recent BC liquor sales show that cream and dairy liqueur purchases more than doubled during the holiday season last year, jumping from just over 276,000 litres in the fall to nearly 690,000 litres between October and December. That’s a 149% spike, making it the single biggest seasonal surge among all spirit categories.
Spiced rum, single malt scotch, and coffee liqueurs also saw major spikes, but none grew quite as dramatically as cream liqueurs.
What’s Driving the Surge in Cream-Based Cocktails?
There’s something about the winter season that makes people crave drinks that feel indulgent. Cream liqueurs like Irish Cream, Amarula, or even Eggnog blends tick all the boxes. They’re nostalgic, they’re comforting, and they offer a lighter, lower-proof option for guests who want a festive drink without the full intensity of spirits like bourbon or rye.
They’re built for winter, and built for upselling, if your staff knows how to talk about them.
But here’s the catch – guests don’t say “Cream Liqueurs”. Instead, they’ll ask:
- “Do you have anything creamy?”
- “What’s a good after-dinner drink?”
- “Can you make me something sweet but not too strong?”
This is where your training matters, not just on the back bar lineup, but on how to talk about what’s behind it. Why? Because the best answer to those guest questions isn’t a guessing game. It’s a confident recommendation. And that only happens when staff know what they’re working with, and how to sell it with clarity.
What This Means for Menus and Merchandising
For on-premise operators and liquor retailers, the data points to an important seasonal mindset shift. Winter is no longer just about scotch by the fireplace. Guests want layered, flavour-forward drinks that evoke a sense of occasion, or even nostalgia.
That might mean:
- Warm cocktails like Irish Coffee or Hot Buttered Rum
- Dessert-style drinks with cream, spice, or chocolate
- Cognac served with elevated touches (orange peel, spice rim, espresso)
Retailers might consider building displays that pair liqueurs with winter mixers, garnishes, or glassware, while venues could look to seasonal add-ons and upsells that lean into this emotional resonance.
The Quiet Power of “After Dinner”
This sales pattern also reinforces something many service professionals know instinctively: the power of the post-meal drink.
Cream liqueurs, brandy, and coffee-based spirits are often positioned as digestifs or dessert pairings, and they’re easily overlooked in standard staff training. But when featured intentionally, they provide a high-margin, memorable ending to the guest experience.
This is especially relevant for multi-course holiday dining, tasting menus, or prix fixe celebrations (like office Christmas parties), where a small upgrade can go a long way in both satisfaction and sales.
Cozy Is the New Cool
Consumer behaviour around the holidays isn’t always about trends; it’s about the feelings evoked in their experience. During the holidays, we aim to provide comfort, warmth, tradition, and indulgence in our restaurants, clubs or retail stores. These are the stories guests are buying into.
And whether you’re curating a cocktail list or a shelf display, understanding these shifts can turn seasonal demand into meaningful guest experiences.