Duty Free Global to represent The House of Somrus in Global Travel Retail

By Andrew Pentol |

The Somrus portfolio includes Coffee which is packaged in a rose gold bottle.

Duty Free Global (DFG) is to represent rum-based cream liqueur brand Somrus in GTR 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.

Made with real dairy cream and five-times distilled handcrafted rum, Somrus is available in one-litre bottles, has a lower ABV for increased sessionability, is lower viscosity for easy mixing and has a two-year shelf life.

The Somrus portfolio includes Coffee, which is inspired by South Indian Filter Coffee KAAPI; Mango Lassi, which is a flavourful blend of real dairy cream; Alphonso mangoes, which the company says is like a cross between mango, peach and nectarine; and Kulfi, which is inspired by the Indian dessert of Kulfi or Ras Malai.


Barry Geoghegan, Founder & Commercial Director, Duty Free Global commented: “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 it was was invented in 1974. We are confident that our travel retail operator partners will be delighted to list and promote this superb range of products as it will appeal to a large group of passengers.”

He added: “The newest expression, Somrus Coffee is packaged in a stunning rose gold bottle. It has been extremely well-received by buyers and travel retail operators, along with the addition of a specialty Value Added Pack set that features the Coffee 750ml with cocktail recipes, plus (two) 50mls of the other flavours.”

Guy May, Director of Global Business, House of Somrus commented: “It is a privilege to be working with Barry and the Duty Free Global 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 Duty Free Global are well established to help bring our unique flavours from a region representing one-fifth of the world’s population to the duty free channel.”



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