Baileys adds luxury with Belgian chocolate

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baileys chocolate luxeDiageo is to launch a new premium sub-brand of cream liqueur Baileys in September called Baileys Chocolat Luxe, using real Belgian chocolate blended with Irish whiskey.

Distributed across all channels in the UK, it will be supported by a £5.5million marketing campaign including TV advertising and sampling.

Kerry Owens, category director for Baileys Diageo Western Europe, said: “Baileys was the first brand to fuse whiskey and cream. With Baileys Chocolat Luxe, we’re proud to say that we’ve achieved another breakthrough in spirits innovation – the first time real Belgian chocolate has been fused with alcohol to deliver a real Belgian chocolate experience.”

Diageo GB has previously introduced flavours, focused on the off-trade, which now number four: coffee, hazelnut, biscotti and orange truffle. However, it is launching Baileys Chocolat Luxe as a “sub-brand” rather than a flavour.

It is a luxury offering that aims to increase the brand’s popularity with female consumers as well as encouraging trade up from mainstream liqueurs including Baileys Original. It will come in a 50cl bottle, retailing in the off-trade at £16.99.

The new product was developed by Diageo’s principal liquid developer Anthony Wilson, who is the son of Steve Wilson who led the team that created Baileys Original Irish Cream more than 40 years ago.

Consumer research found that 78% of consumers said they would definitely or were likely to buy Baileys Chocolat Luxe after tasting it.

A new striking point of sale toolkit will be available for the on- and off-trade.

“The Baileys Chocolat Luxe sub-brand is our biggest innovation in Western Europe this year and we have invested heavily in its launch,” Owens added.

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