Scotch cream liqueur brand sold in unique flask cheers milestone US deal

What is billed as Scotland’s only Scotch cream liqueur brand is toasting its first export deal to the United States, the world’s largest consumer market for cream liqueurs.

Magnum is a fusion of single malt whisky and cream. It is contained in a unique, stainless steel flask, which is designed to be reusable and recyclable.

After two years of planning and negotiation, Magnum is now shipping its products to some 250 outlets across the states of Minnesota and Tennessee. The brand is said to be the only single Scotch malt whisky cream liqueur available in the US that is exclusively crafted and bottled in Scotland. Bosses said talks were now underway to expand Magnum’s distribution to other parts of the US in 2024, including the states of Georgia and Texas.

Magnum has teamed up with New York-based importer MHW to transport its product from Scotland across the Atlantic and provide nationwide distribution. It is also collaborating closely with Tennessee-based importer Brio Brands on targeted state distribution for the brand. Edinburgh-based Hemisphere Brands is the global brand agent for Magnum and manages the brand from production planning through to the strategy for market entry, as well as executing the sales, marketing and distribution plan.

Magnum director Lee Schofield said: “This is a really significant milestone for our truly Scottish brand. Magnum is now the only single Scotch malt whisky cream liqueur available in the US that is exclusively crafted and bottled in Scotland. Our strategy is to introduce Magnum to globally significant cream liqueur category markets, including Canada, South Africa and the United States. The US is the largest cream liqueur market, maintaining around a quarter of the world’s consumption, so there’s great potential to widen our distribution across the country.”

Magnum is a fusion of single malt whisky and cream. It is contained in a unique, stainless steel flask, which is designed to be reusable and recyclable. The design also keeps the liqueur chilled at the optimum temperature, without the need for ice.

Schofield added: “From start to finish, it took the best part of two years to get Magnum into the US. We needed to find an importer and distributor, as well as manage an effective route to market. Cost and effort is substantial even before the brand hits the shelves.”