Sep 01

Duty Free Global and The House of Somrus partner to bring India-inspired flavours to Global Travel Retail

Duty Free Global (DFG) is pleased to announce that Somrus, a world favourite rum-based cream liqueur brand, has signed up for representation in Global Travel Retail across all Duty Free Channels.

‘Inspired by India, made for the world’, Somrus recipes originate from their home kitchen with ingredients from their home country, where the bouquet of flavours is one part gourmand, one part humble homemade touch, and one part global citizen. Made with real dairy cream and 5x distilled handcrafted rum, Somrus is available in 1 litre bottles, has a lower ABV for increased sessionability, is lower viscosity for easy mixing and a 2-year shelf life. Light & smooth, yet full of flavor, no artificial flavours and is preservative & gluten free.

The Award-Winning Somrus portfolio includes:
Coffee – inspired by the popular South Indian Filter Coffee (KAAPI), this artisanal blend of Arabica coffee and roasted chicory is perfection in a glass. Imagine a silky, creamy medley of rich roasted coffee notes, with a delightful depth of flavor that is complemented by the perfect touch of sweetness.
Mango – inspired by the popular Aamrus milk shake from India or the globally popular Mango Lassi, a flavourful blend of real dairy cream, handcrafted rum and fresh & fruity Alphonso mangoes (known as the king of mangoes).
Kulfi – inspired by the popular Indian dessert of Kulfi or Ras Malai, an exquisite blend of real dairy cream, handcrafted rum and Eastern spices & nuts. Easy to approach, light and wonderfully layered in flavor.

The stunning rose gold bottle of Somrus Coffee Cream Liqueur

Barry Geoghegan, Founder & Commercial Director – DFG comments, “We’re thrilled to be representing The House of Somrus in the GTR channel – Somrus is an exciting, highly awarded brand with a super premium look, which introduces the unique flavours of India in a delicious cream liqueur to worldwide consumers. This is one of the most innovative new launches in this category almost since this category was invented in 1974. We are confident that our travel retail operator partners will be delighted to list and promote this superb range of product as it will appeal to a large group of passengers. The newest expression, Somrus Coffee is packaged in a stunning rose gold bottle has been extremely well-received by buyers and travel retail operators, along with the addition of a specialty Value Added Pack (VAP) set that features the Coffee 750ml with cocktail recipes, plus (2) 50mls of the other flavours. We are both excited and eager to share more about the brand with our network at The Moodie Davitt Virtual Expo in October.”

Barry Geoghegan is ‘thrilled’ to be working with The House of Somrus

Guy May, Director of Global Business, for the House of Somrus added, “It is a privilege to be working with Barry and the DFG Team again and on this uniquely exciting project. When I joined The House of Somrus earlier this year it was clear that they had created a brand that is next generation and innovative in the category. Somrus “spiked rum creams” are highly mixable with other spirits and importantly with non-alcoholic beverages such as cold brew or coconut water to create a lower calorie and low ABV drinking solution. The talented team at DFG are well established to help bring our unique flavours from a region representing 1/5th of the World’s population to the Duty Free Channel.”

Please click play to find out more about The House of Somrus

About Somrus

The House of Somrus (d/b/a SomPriya Fine Spirits, LLC), is an American-owned company based in Burr Ridge, IL. The company, established in 2014, created the world’s first line of India-inspired liqueurs called Somrus. Somrus, meaning “Nectar of the Gods” in ancient 2600 BC Sanskrit, is the fastest growing India-inspired line of liqueurs in the world and also the World’s most awarded cream liqueurs. The owners, being of Indian heritage, have a strong desire to share the best tastes, flavours and aromas of the Indian subcontinent with consumers around the globe. Somrus is produced with no artificial flavours, contains no preservatives and is gluten free. For more information, visit somrus.com or email tastemore@somrus.com

About Duty Free Global 

Headquartered in County Wicklow, Ireland, Duty Free Global (DFG) is a specialised wines and spirits brand partner focused on building brands in the global Duty Free and Travel Retail channel. With a portfolio that truly reflects the industry’s needs, the company has extensive route to market knowledge and an expert understanding of the requirements of Duty Free retail operators. 

DFG take pride in being responsive to new and emerging trends in the marketplace, and are a flexible, long-term and committed partner dedicated to creating opportunities and customised solutions for brands and retailers in Global Travel Retail. 

For more info, please email here.


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