Page 52 - IAADFS 2022 hi-res

INSIDER

Harding Retail’s
launch of Somrus
onboard Carnival
Breeze.

Harding Retail launches Somrus onboard Carnival and
Virgin Voyages to great success

The House of Somrus, the cream engaging in-store activations featuring the Molloy and Michael Stewart from Harding
liqueur brand inspired by flavors from brand. Retail and I was struck by their optimism
India—has made a big impact in travel “These photos illustrate the superb and focus on their retail customer’s
retail since launching in the channel level of activation by the Harding Retail experience. That 360 degree experiential
through high-profile digital “coffee breaks” team and how well Somrus integrates approach Harding takes through their
during the Virtual Travel Retail Expos in into that exclusive Global Travel Retail Oceantainment program seemed to be
2020 and 2021 and the Virtual Summit of environment,” comments Guy May, a perfect match for our packaging and
the Americas last year. Director of Global Business at the House innovative approach to the cream liqueur
Represented in the channel by of Somrus. category.”
Duty Free Global, the fast-growing, “The partnership with Harding May points out that Somrus’
award-winning cream liqueur has now Retail has been a tremendous success development is intentionally orientated
been listed with Harding Retail and has and has exceeded all of our expectations. toward the Global Travel Retail Channels.
launched onboard seven Carnival Cruise We started this relationship with an “We have had tremendous feedback
ships and Virgin Voyages’ brand new introduction from Barry Geoghegan at the from Harding Retail/Carnival Cruise Line
Scarlet Lady. inaugural Moodie Davitt Virtual Travel customers who have made Somrus a top ten
Cruise guests onboard Carnival’s Retail Expo in October 2020; Somrus selling brand in just a few short months. We
Breeze, Conquest, Elation, Glory, Paradise, participated as part the Duty Free Global are grateful for all of this support and our
Radiance, and Vista, as well as the Scarlet stand,” May tells TMI. partners, Duty Free Global, have been using
Lady can enjoy all three flavors, which are Somrus was new to the channel and this momentum to expand with other Global
made with real dairy cream and finest 5x looking for a way to add value to these Travel Retailers. My thanks to Qatar Duty
distilled handcrafted rum: Somrus Coffee, retailers who were struggling due to Free, Lotte Duty Free, Barracuda Store,
Somrus Mango and Somrus Chai, and COVID, he add. Duty Free Americas, and DFS for helping to
purchase them to bring home from the “It was my first introduction to Pat bring Somrus to the world!”

To discover more about these
award-winning brands and to
view our full portfolio, please
Left: Somrus
window display on visit our website or contact
Carnival Vista.
Right: Somrus Barry Geoghegan
tasting event on
Carnival Radiance. barry.geoghegan@dutyfreeglobal.com
www.dutyfreeglobal.com

Summit of the Americas April 2022 52