Not all drink brands are preparing for a downturn in the wake of tariffs
Mary Sadlier, CEO of Coole Swan
Coole Swan, the premium Irish cream liqueur, is a brand that relies heavily on the US market. In fact, 70% of the brand’s sales come from exports, with over 40% of those sales being in the USA, where the brand holds 1% of the Irish Cream category*. Despite these numbers, Mary Sadlier, is taking Trump’s new tariffs on imports into the US, in her stride.
“There’s understandable concern in the industry at present, but not all brands are bracing for a downturn. At Coole Swan, we see it differently,” she explains.
“Coole Swan is already winning on value. In a market long dominated by volume, our brand is quietly proving that quality, not quantity, is the new benchmark for success in Irish cream liqueurs. While many brands chase scale, Coole Swan has chosen a path that prioritises craft and integrity over mass-market dominance. Nowhere is this more evident than in Tesco Ireland, where the brand is delivering disproportionately high revenue returns relative to its shelf space and sales volume. You can sell less, but better and our consumer is willing to pay more for quality.
“In the context of the tariffs, we believe that our American customers won’t disappear over a few extra dollars, they come back because they believe in our quality. Our audience knows the difference between real cream, real chocolate and the alternatives. We may need to make some small price adjustments, but this will be to preserve quality, rather than margins. Our loyal customer base isn’t looking for cheap, it’s looking for the best and tariffs don’t change that.
“The real impact on tariffs for us isn’t sales, it’s in working capital and admin. Tariffs mean more paperwork, cash tied up for longer, and a need to be razor-sharp operationally. But creatively, commercially, and culturally, we’re in a strong place. Tariffs might slow down some businesses, but for Coole Swan, this is just another chapter in a growth story that’s just getting started,” she says.
Coole Swan’s sales data shows 20 – 40-year-olds as the brand’s core consumer, a demographic significantly contributing to its 55% growth in Ireland in 2024 and the brand is set to top 2024’s growth this year.
Manufactured in Co Meath, it is a premium blend of Irish whiskey, fresh cream and Belgian white chocolate.
