7 Baileys

05 September, 2008

Value

growth Aug 08 v Aug 07: +21%

Key date in history: 1974 - distiller Gilbey's comes up with idea for a creamy whisky liqueur to get rid of surplus spirit

Famous friends: You Tube puppy -

youtube.com/watch?v=Lp-naMZhI2U

Strengths: Brand name a generic for cream liqueurs; Christmas

Challenges: Year-round appeal; occasionally distracted by NPD

The year gone: New packaging and ads around key calendar dates, but sales of flavoured offshoots have dropped

The year ahead: Continuing the cyclical refocus on the main brand




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COMMENT

Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
total a

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