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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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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