Diageo has teamed up with US hip-hop star Pharrell Williams to launch Qream, an ultra-premium cream liqueur.
Williams (left) was heavily involved in the development of the liqueur – from the taste and bottle design to the marketing and advertising.
Qream is a 12.5% abv vodka-based cream liqueur which comes in two flavours, Strawberry Créme and Peach Créme.
The product will be launched through series of events hosted by Williams in Los Angeles, New York and Miami from this month.
Qream has been developed with a specific demographic of North American women in mind and forms part of Diageo’s ongoing strategy to tap into this growing market.
The company’s figures show that there is a growing female presence within the on-trade and women now account for US$125 billion of total beverage alcohol purchases globally (Adams 2009).
According to Diageo, one out of every three alcoholic drinks sold today is consumed by a woman.
The company explained that women are the primarily household purchasers of alcohol, buying 67% of alcohol within the off-trade channel.
The launch builds on Diageo’s history of celebrity partnerships, having previously linked up with Sean P. Diddy Combs for Ciroc Vodka.
Williams said: Qream was created for contemporary women who work hard and want to relax with friends at the end of the day.
Women make up half the population and Qream is about celebrating that power. To work with Diageo in bringing something original like Qream and the notion of delicious living to market has been a thrill.
Anna MacDonald, marketing director for liqueurs at Diageo, added: “Williams’ ability to interpret and deliver memorable experiences has the potential to allow Qream to become synonymous with women celebrating life with style, class and quality.
“We expect Pharrell Williams’ unique perspective, coupled with his alliance with Diageo, will help Qream set a new standard as the beverage women choose to honour themselves and their accomplishments.