New bottle shape for Baileys

04 March, 2013

Diageo has unveiled a new bottle design for Baileys.

The company said the design was “heightened and slimlined” and described the shape as “feminine” and more suited to fit in a fridge door.

It is being backed by a £1 million marketing campaign including a new off-trade POS toolkit.

Chris Lock, Baileys’ western European category marketing director, said: “Our new design stays true to Baileys’ iconic heritage, in a contemporary and stylish way. 

“We are confident that this, coupled with the same great tasting liquid, will not only have more impact on shelf, but also affirm Baileys' position as a modern drink for the modern woman.

“Baileys is the original cream liqueur, and enjoys a 78.2% share of the cream liqueur market, which is why it is vital that we continue to drive and shape the category with exciting news and innovation.” 





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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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