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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