Drinks Ireland | Spirits is launching a new international campaign called 'Explore Irish Cream' to address what it describes at the growing threat of imitator Irish Cream Liqueur products.
The campaign will also promote the category in key international markets, as global sales rise.
Despite protections in place, Drinks Ireland | Spirits said there are a number of non-Irish cream products in the marketplace that aim to imitate authentic Irish Cream Liqueur.
It said deceptive marketing and misleading labelling is commonly used by imitators and non-Irish producers to mislead the consumer into thinking that their product is genuine Irish Cream Liqueur, or of Irish origin.
"This can include the use of symbols like shamrocks, Irish harps and Celtic crosses," it explained.
A new report published today aims to empower the supply chain, including producers, wholesalers and distributors, to identify, document and report potentially fake products to Drinks Ireland | Spirits and the relevant authorities, so action can be taken.
This comes as sales of Irish Cream Liqueur grow at home and abroad.
In 2021, sales outstripped those of 2019, standing just shy of breaking the 10 million cases barrier for the first time.
"We are at a pivotal moment for Irish Cream Liqueur, as sales continue to grow globally, with particular success in markets such as the UK, North America and Germany," said Johnny Harte, Chair of the Drinks Ireland Irish Cream working group and Co-Founder of Five Farms Irish Cream.
"With this growth though comes threats in the form of imitation products. The ambition of our campaign and report is to empower producers, wholesalers, distributors and others to document and report potentially fake products," he added.
