Leading B2B (business to business) cream liqueur developer and manufacturer Creamy Creation has unveiled its latest concept: Hard Shakes, a low-alcohol, low-calorie, ready-to-drink (RTD) beverage.Described as ‘light and refreshing, yet indulgent’, Creamy Creation Hard Shakes were designed to meet the growing demand for low-ABV RTD options. With ‘just the right amount of cream and foam in a can’, Creamy Creation can offer its expertise to help brands customise the Hard Shakes concept to suit their individual needs. Jeroen Huiskes, innovation manager at Creamy Creation, said: “Consumers are looking for products that can be easily consumed on the go, or at home, and fall under the better-for-you category, whether this means less alcohol, less calories or sugar. “Also, the nostalgia trend, largely driven by millennials, has brought back to the menu childhood favourites that are indulgent with a creamy, smooth and foamy texture. “Seeing that there is a clear gap in the market, we decided to launch a B2B concept that would combine low-ABV, low calories, cream and nitro foam in an RTD/can. “Our first concepts feature six different flavours: Dalgona Espresso Martini, Dutch Silk, Chai Latte, Chocolate Milk, Pineapple Ginger and Passionfruit. “As with all our concepts, this too is fully customisable and can be made with either spirits, malt or wine and can be either refreshing or more indulgent depending on the customer’s needs.” Established in 1979, Creamy Creation has production facilities in both Batavia, New York and Rijkevoort, the Netherlands. For an in-depth Q&A with Creamy Creation’s executive vice president of the Americas, Matthew J Benny, see the December 2020 edition of The Spirits Business magazine, out soon.