Anthon Berg joins forces with Pernod Ricard and Luxardo to drive expansion strategy

Confectionery and liquor-filled chocolate specialist Anthon Berg, a Toms Group brand, has partnered with Pernod Ricard and Luxardo to reinforce its expansion strategy and address evolving consumer preferences.

A key success in this strategy is the Baileys range, which has grown by a remarkable +400% over the past two years. The Anthon Berg portfolio currently features 20 partner brands across more than 300 airports worldwide, offering the most extensive selection globally.

To highlight these new alliances, two key product launches are set for this autumn, featuring the Luxardo Cherry Liqueur Bottle and Kahlúa Praline.

Luxardo is an Italian brand with a 200-year history, renowned as one of Europe’s oldest producers of Maraschino cherry-based liqueurs and spirits.

Kahlúa, a popular Mexican coffee liqueur since 1936, remains a staple in popular cocktails such as the Espresso Martini. The brand uses cocoa sourced from Rainforest Alliance-certified farms.

Toms Group Head of International Marketing Jens Egelund Jakobsen said: “We are continuously working to strengthen and develop our partnerships. Two clear consumer trends show increased demand for stronger flavour experiences and ‘no- or low-alcohol’ products – which is why we are proud to present the new Kahlúa and Luxardo variants.”

 A core offering – alcohol-filled liqueur bottles

Classic alcohol-filled liqueur bottles are still central to the business, but the company has noted a growing consumer preference for low-alcohol options, particularly in emerging markets with few premium offerings.

Jakobsen added: “The cherry syrup harmonises perfectly with the taste and complements the dark chocolate bottle beautifully. We see significant market potential, and we are not shy to say that the combination of Luxardo Maraschino and Anthon Berg’s dark chocolate is nothing short of a taste sensation.

“Millennials are driving growth in specialty coffee shops in Western markets. By combining Kahlúa with chocolate, we tap directly into the global coffee trend and launch a product that captures the zeitgeist while opening up new market opportunities.”

Toms Group is showcasing its range of products, including the Kahlúa and Luxardo, at ISM in Cologne (Hall 11.2 Stand G20), the world’s leading confectionery and snacks trade fair. The event is expected to attract over 25,000 visitors from 135 countries.