Baileys taps into Pumpkin Spice craze

07 September, 2016

Baileys is gearing up for autumn with a new Pumpkin Spice variant; available until stocks last.

The newcomer blends Baileys Original Irish Cream with flavours reminiscent of the American-style pumpkin pie, including cinnamon, cloves and nutmeg. It is available now but only for the autumn months.

The brand extension will also feature a unique wrap design to help it stand out on shelf. The 70cl bottles will have an rrp of £14.99.

Marina Thompson, Baileys Europe brand manager, said: “We have created a seasonal twist on Baileys by combining the luxurious taste of Baileys Original Irish Cream with the flavours of autumnal spices, set to appeal to those consumers who are already familiar with Pumpkin Spice lattes and all those who are yet to discover the delights.

“It provides the off-trade with the opportunity to take advantage of the changing seasons and maximise profits, especially when activating around seasonal events such as Halloween. We’ve been blown away by the reaction to the new flavour so far and really believe it’s one of our best yet!”

The launch - which coincides with the news that Starbucks' popular Pumpkin Spice Latte is back on the menu for the autumn - will be supported by a six-figure marketing investment, including sampling activity.

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