Pernod Ricard's Kahlúa has launched Kahlúa Coffee Cream, a 17% ABV cream liqueur blending 100% Arabica coffee beans, real dairy cream and Kahlúa's signature rum and coffee liqueur. Rolling out across the UK, Mexico, Sweden, Ireland, Australia, Japan and more markets at RRP £18, it arrives with the 'Not a Nightcap' campaign challenging cream liqueur's nightcap-only image.

Kahlúa is attacking the cream liqueur category's biggest constraint — its nightcap-only occasion — with survey-backed positioning for earlier, spontaneous drinking moments, a playbook other cream brands will have to answer.

Tagged Occasion for repositioning cream liqueur beyond the nightcap — a coffee-cream line extension designed for early-evening occasions, backed by a 'Not a Nightcap' campaign.