Page 57 - TFWA World Exhibition and Conference 2025

INSIDER

The Blue Caterpillar Americas team added
Nadia Cheklab and Eimhin Prendergast to help
it cover the entire region.

very personal level (e.g. hand written notes
and exclusive tasting opportunities of this
astonishing liquid).
“For us, it’s proof that when you
combine authentic innovation, bold
sampling, and the right retail moment, the
results on board can be extraordinary.”

Same execution, new markets
Gebrael and Henkel believe the
Americas TR market is heading into a
period of sharper polarization.
“On one hand, consumers are looking
for genuine value and sharp pricing—
especially in the U.S. and Caribbean cruise
Over the past months, Blue Caterpillar also listed in all Florida Publix locations, markets. On the other, there’s a rising
has launched extensive sampling for Two we have the perfect tie-in between what demand for authentic, premium, story-
Stacks Irish Whiskey across the RCCL passengers discover on board and what driven brands that make travel shopping
Heinemann Retail footprint. they can buy at home—building awareness, memorable. The middle ground will shrink,
“Known for shaking up the category trial, and loyalty across channels,” they say. and the winners will be those who know
with their ‘Dram in a Can’, they’ve now Also with Heinemann, Blue how to play both ends of that spectrum
gone a step further with an Irish Cream Caterpillar created a premium whisky offer without getting lost in between.
Liqueur that’s simply out of this world.” for the launch of Star of the Seas, that “The real challenge and opportunity
Gebrael and Henkel tell TMI that the includes one of only 100 bottles globally of for us is the same: cut through the noise,
response has been phenomenal—mirroring Loch Lomond 50YO Single Malt as well execute with discipline, and build the right
the brand’s momentum across the Americas as some super-rare bourbons from Buffalo partnerships. Everything else—tariffs
and resonating especially well in South Trace Distillery such as OFC 1985. included—is just another variable to
America, where cream liqueurs are a “Together with Loch Lomond we have manage,” the Blue Caterpillar execuitves
consumer favorite. created a tailor-made approach to interact stress.
“And now, with the Irish Cream with the VIP passengers on board on a Europe is the next frontier for Blue
Caterpillar.
“It’s a market we’ve been steadily
developing, adding new customers each
year, and our ambition is clear: to become a
meaningful global player. But we are very
deliberate about who joins us. The next
addition will be someone who not only
brings market expertise but also shares our
mindset, values, and appetite to grow.
“What’s next for Blue Caterpillar?
Continued smart expansion, always
anchored in people. The right team, the right
brands, and the right partnerships—that’s
how we’ll scale globally without losing the
entrepreneurial edge that defines us.”

Blue Caterpillar sampled Two Stacks Irish Whiskey throughout Heinemann’s Royal Caribbean footprint.

57 October 2025