Pernod Ricard-owned Kahlúa introduced Kahlúa Coffee Cream, a 17% ABV cream liqueur made with 100% Arabica coffee, real cream and the brand’s rum-and-coffee liqueur. After debuting in select airports in April, it expanded to 13 markets across Europe, Asia-Pacific and Mexico, with a suggested retail price of £18 in the U.K.
The Not a Nightcap campaign features a telenovela-style film starring Grimegran, Beau the Beard and Grandad Frank. It also includes a BYOG club night Oct. 8 at Number 90 in London’s Hackney Wick, with DJ Rossi and complimentary drinks for guests attending with a grandparent.
A survey of 1,000 Britons found 82% of 18- to 35-year-olds said chilled espresso-style serves changed their perception of cream liqueur, while 71% expressed interest in reinvented classics. The campaign reflects a trend of moving after-dinner drinks into earlier occasions. For Kahlúa, broader daypart positioning could increase serving opportunities and product trial.
Image Credit: Kahlúa
Key Themes Behind This Trend
- Early-evening Indulgence
- Cream liqueurs positioned for pre-dinner and social occasions expand beyond traditional nightcap rituals, creating space for brands to redefine consumption moments.
- Chilled Coffee Cocktails
- Espresso-style ready serves and cold coffee formats are reshaping perceptions of indulgent alcohol, especially among younger consumers seeking familiar café-inspired flavors.
- Intergenerational Nightlife
- Campaigns that blend youth culture with older participants introduce playful social formats that can differentiate alcohol brands through unexpected shared experiences.
Where This Applies
- Alcoholic Beverages
- Premium liqueur producers can benefit from hybrid products that combine recognizable spirits with café-led taste profiles and lighter occasion-based positioning.
- Coffee
- The popularity of Arabica-based alcoholic serves highlights how coffee brands and flavor suppliers can extend café culture into adult beverage occasions.
- Experiential Marketing
- Telenovela-style content and themed club events illustrate how entertainment-driven activations can turn product launches into culturally memorable brand moments.
