{"id":57300,"date":"2025-01-30T08:03:18","date_gmt":"2025-01-30T08:03:18","guid":{"rendered":"https:\/\/peraltafinancing.com\/alcohol\/coole-swan-a-whiter-shade-of-cool\/"},"modified":"2025-01-30T08:03:18","modified_gmt":"2025-01-30T08:03:18","slug":"coole-swan-a-whiter-shade-of-cool","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=57300","title":{"rendered":"Coole Swan: A Whiter Shade of Cool"},"content":{"rendered":"


\n<\/p>\n

\n

According to Impact Databank<\/em><\/a>, Bailey\u2019s Irish Cream is a 1.5 million 9-litre brand in the US and grew 6.5% from 2018 to 2019. But after you read the story about Coole Swan Irish Cream Liqueur<\/em><\/a>, you might wonder if Coole Swan, with the right resources, might just make a dent in those numbers.\"\"<\/a><\/p>\n

The Back Story<\/h2>\n

David Gluckman<\/a>, whom I\u2019ve written about in the past, spent 45 years in the drinks business primarily in the new brand development area. Much of his career, 36 years to be exact, was with International Distillers and Vintners<\/em> (IDV), the company that became Diageo<\/a>. Along the way, he created Sheridan\u2019s, Le Piat d\u2019Or, Tanqueray Ten, Bailey\u2019s Irish Cream, among others.<\/p>\n

In 2005, he left Diageo and decided that, together with some former clients\/colleagues, they would develop products for their own company. As he puts it in his book (That S*it Will Never Sell<\/a>):<\/em>\u00a0<\/em><\/p>\n

\u201cWhen I think back, I was isolated from most of the tough stuff\u2026 working for a company. All I had to do was come up with ideas. Other people looked at production, finance and marketing. Now that I was working on a brand of my own, I came to realise how difficult things could be at the deep end.\u201d<\/em><\/p>\n

Among the products they developed was Coole Swan where they saw an opportunity for a product with lower sweetness and more modern, sophisticated packaging which broke with the Bailey\u2019s template.<\/p>\n

Currently, the brand is an independently owned family business run by husband and wife team Mary Sadlier and Philip Brady. Interestingly, Mary Sadlier\u2019s background was in corporate finance at Diageo.<\/p>\n

I\u2019ll come back to her in a moment, but about now you\u2019re probably wondering where the brand\u2019s name comes from.<\/p>\n

Coole Swan<\/h2>\n

As Mary put it, \u201cthe name Coole Swan was inspired by The Wild Swans at Coole, a poem written by one of Ireland\u2019s great romantic poets; W.B. Yeats. In this poem Yeats writes about finding everlasting beauty in an ever-changing world \u2013 just like our wonderful Irish Cream Liqueur. Coole Swan, an eternal beauty, we just bottled it.\u201d<\/em>\u00a0<\/em><\/p>\n

According to David Gluckman, he and his associates had a hard time coming up with a name for the cream liqueur they invented. Either the name didn\u2019t fit or was already taken. By chance, David was catching the last plane out of Dublin and looking for inspiration, picked up a copy of a book of Yeats\u2019 poetry. He found one of his most famous poems, as he put it, \u201ca wistful reflection on the passing of time called The Wild Swans at Coole,\u201d a park near County Galaway.<\/p>\n

(A link to the poem is here<\/a>.)<\/p>\n

About Mary Sadlier, the owner<\/h2>\n

Mary Sadlier, who with her husband Philip Brady, run the Coole Swan business, hails from Navan in County Meath.\u00a0The Coole Swan company is based nearby in Tatestown near Navath in the same county.<\/p>\n

Mary is an amazing businessperson and struck me as someone who is always learning, always growing.<\/p>\n

\"\"<\/a>
Mary Sadlier<\/figcaption><\/figure>\n

As mentioned, she was in corporate finance at Diageo. In my view, after talking with her at length for this article, it was clear to me that she has a keen overall sense of all aspects of business, marketing and sales included. She has participated in Going for Growth<\/a>\u00a0a six-month part-time program, supported by\u00a0Enterprise Ireland and KPMG, which assists ambitious female entrepreneurs to achieve their\u00a0growth aspirations.<\/p>\n

I found this quote from her on their newsletter:<\/p>\n

\u201cThe Going for Growth program was of tremendous benefit to me. To be among so many brilliant women made me grow in confidence and allowed me to \u2018lean-in\u2019. The fellow participants are like really good neighbors \u2013 they are there with you when need them but not when you don\u2019t,\u201d <\/em>says Mary.<\/p>\n

What Mary and her company lack is the corporate resources to meet the challenge of Bailey\u2019s and the dozens of Bailey\u2019s knock-offs and wannabes.<\/p>\n

About the product<\/h2>\n

The best way to describe the product is to compare it to Bailey\u2019s:<\/p>\n

Coole Swan is made with Single Malt Irish whiskey, Belgian white chocolate and fresh cream. It is only produced in Ireland. Bailey\u2019s is made with Irish Whiskey and a propriety recipe of chocolate flavors. The company reports that it is made in both Dublin, Ireland and in Mallusk, Northern\u00a0Ireland. But given its volume and widespread global distribution, I suspect it may be produced elsewhere as well.<\/p>\n

The alcohol by volume is similar for both, around 16\/17% AbV. The price points vary with Coole Swan selling for (roughly in the US) $29.99 and Baily\u2019s at $25.<\/p>\n

So long as we\u2019re talking comparisons, I found this review from Common Man Cocktails<\/a>:<\/p>\n

\u201cBAILEYS\u2019 has a really deep nutty\/chocolatey nose hitting your nostrils with a fairly potent ethanol all along whereas COOLE SWAN is far more tamed (with an actual cream thickness when swirled around the glass) with a lot more components coming through at once, not standing out or taking over one another but all having their say and coming out nicely\u2026\u201d<\/em>\"\"<\/a><\/p>\n

The Future for Coole Swan<\/h2>\n

The brand does around 10,000 9-litre cases in the US and currently is in New York Metro, Colorado, New Hampshire, Kansas, South Carolina and Massachusetts. Mary is smart enough to know the US market and is looking at LibDib<\/a> (and other approaches) to expand into Wisconsin, Illinois, Florida, California, as well as Maine Vermont and New Jersey.<\/p>\n

Globally, the brand is in Ireland (of course) and elsewhere in the UK, Germany, Australia, and Alberta Canada.<\/p>\n

My takeaway<\/h2>\n

From a personal perspective, my wife and I have always been Bailey\u2019s Irish Cream lovers, considering it as a special treat, upon occasion. However \u2014 and at the risk of offending my Diageo friends \u2014 Coole Swan is at an entirely different level of cream liqueurs. It is, as the label indicates, a \u201cSuperior<\/em> Irish Cream Liqueur.\u201d<\/p>\n

I\u2019m well aware of the trend toward low and no alcohol and one might wonder as to whether the drinking climate will inhibit the growth of all cream liqueurs. However, the sales data shows that the leading brands, have grown one percent recently \u2014 basically flat but not declining. With all due respects to the trend followers, not everyone buys into it (what\u2019s the point of drinking a no-alcohol tequila) and, regardless, a bit of indulgence goes a long way these days.<\/p>\n

The challenge Coole Swan faces is resources, and, to make the brand grow by expanding in current markets, adding meaningful and strategically important new markets, building awareness and trial, and the human resources to make all this happen.<\/p>\n

What Mary and her team have going for them, and why I believe in the growth potential of the brand, is tenacity, passion, intelligence, and strategic thinking. They need that and more to make a dent in the category and Bailey\u2019s sales.<\/p>\n

I love a good David vs. Goliath story. Don\u2019t you?\"\"<\/a><\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"

According to Impact Databank, Bailey\u2019s Irish Cream is a 1.5 million 9-litre brand in the US and grew 6.5% from 2018 to 2019. But after you read the story about Coole Swan Irish Cream Liqueur, you might wonder if Coole Swan, with the right resources, might just make a dent in those numbers. The Back […]<\/p>\n","protected":false},"author":1,"featured_media":57301,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12029],"tags":[28757,2305,32487,32485,30156,32486,18569,7799,32488],"dealstore":[],"offerexpiration":[],"class_list":["post-57300","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-alcohol","tag-baileys-irish-cream","tag-cool","tag-coole","tag-coole-swan-irish-cream-liqueur","tag-david-gluckman","tag-mary-sadlier","tag-shade","tag-swan","tag-whiter"],"yoast_head":"\nCoole Swan: A Whiter Shade of Cool - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=57300\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Coole Swan: A Whiter Shade of Cool - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"According to Impact Databank, Bailey\u2019s Irish Cream is a 1.5 million 9-litre brand in the US and grew 6.5% from 2018 to 2019. 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