Baileys Pumpkin Spice makes autumn return

12 October, 2017

Baileys is bringing back the Pumpkin Spice version of its market-leading cream liqueur for the autumn.

The flavour made its first appearance last year and Diageo said it was being brought back because of popular demand.

The seasonal variation blends Baileys with the flavour of cinnamon, cloves and nutmeg.

Clare Patterson, Baileys Europe brand manager, said: “Last year, 40% of Baileys Pumpkin Spice cream liqueur shoppers were incremental to the category, driving its growth by 17%.

“These figures tell us that Baileys Pumpkin Spice was a hugely popular product among consumers, giving retailers the opportunity to tap into the growing popularity of autumnal flavours, and we look forward to emulating this success in 2017.”

The relaunch will be supported by an ongoing six-figure marketing investment in the Baileys brand, which focuses on social media activity and sampling across the UK. 

It will also be integrated into the sponsorship of TV show Made in Chelsea, which is part of a media campaign for the brand that includes digital and cinema activity.




Bookmark this


Site Search

COMMENT

Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter