Coffee liqueur brand Kahlúa has been selected by Brandgenuity as its exclusive licensing agency.
Kahlúa currently has two licensee partners, White Coffee and Keurig. Brandgenuity is planning to build upon that success by identifying a slate of partners across different verticals.
“We are so excited to get started with Brandgenuity to build a strategic and innovative licensing program for Kahlúa,” says Tamara Urukalo, global vice president, marketing, Kahlúa. “We are the number one coffee liqueur brand, and coffee cocktails are exploding globally. The Espresso Martini is the number seven most asked for cocktail in the world, according to Drinks International. Brandgenuity really understood our brand – that we are made with arabica coffee, sugar cane rum, and a sprinkling of colorful Mexican heritage with a witty, fun and inclusive personality.”
Known for its playful and easygoing attitude, Kahlúa sold more than 1.5 million nine-liter cases and shipped to more than 15 markets in 2019.
“We love Kahlúa - its taste profile and its playful positioning,” says Teri Niadna, managing director, Brandgenuity Europe. “It’s the original fun-loving coffee liqueur and has all the right stuff: high awareness, a distinctive taste, great packaging and personality. Plus, who doesn’t love an Espresso Martini cocktail or an iced coffee with extra oomph? We could all do with a little fun right now.”
Following the deal, Kahlúa joins Brandgenuity’s roster of drink brand clients such as Sazerac.