Cool Baileys' hot new look

13 June, 2008

Diageo is supporting the roll-out of a new-look Baileys bottle with a £1.2 million ad campaign.

Hitting retailers' shelves in June, the redesigned bottle

features an image of the Irish countryside in a bid to "communicate the history, heritage and authenticity of Baileys", said Diageo.

New emblems on

Baileys flavours have been added to help


between each variant.

The summer marketing push aims to promote the brand -

traditionally associated with Christmas - as a drink that can be drunk with ice during warm weather.

It will include a £550,000 sampling drive in five regions in the UK, with the Baileys Ice Cold serve

available to 270,000 shoppers at Asda, Tesco, Sainsbury's, Morrisons and Waitrose.

To encourage consumers to chill Baileys, bottles

will feature a neck collar that, when it

hits the right temperature, reveals if they

have won one of 20 Smeg fridges or thousands of other




screen the

ads, while sampling will be held in

10 Vue cinemas.

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English wine: a happy harvest for Christmas

All across England and Wales, vineyards are being harvested. Down winding country lanes come armies of welly-wearing conscripts wielding secateurs and buckets, ready to reap the rewards of our vines. Happily they come, their cheeks ruddy with pride. Half an hour later they’re crawling over muddy clods with lacerated hands, drenched in claggy juice and cold sweat, as if ploughing through an endurance race.

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