A new limited-edition flavour, inspired by pumpkin pie, has been introduced for Baileys liqueur this autumn.
Available from this month, Baileys Pumpkin Spice blends Baileys Original Irish Cream with the flavours of cinnamon, cloves and nutmeg – autumnal spices used in the classic American pie.
Diageo GB has introduced the limited edition to capitalise on the growing popularity of US-style Halloween in the UK which is worth an estimated £330m to retailers in Great Britain.
At 17% ABV, it can be enjoyed over ice, used for an alcoholic pumpkin spice coffee or as part of a dessert. It has been launched in the off- and on-trade where stockists include Slug and Lettuce.
According to Baileys’ tasting notes, it offers flavours of sweet cinnamon and baking spices, buttery, maple, brown sugar and baked pie crust with additional hints of the sweet brown nuances of vanilla and coffee.
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 flavour of autumnal spices.
“Pumpkin spice is quickly becoming a seasonal staple on these shores and it felt natural to pair it with the rich, silky taste of Baileys.
“There’s also a growing trend towards the coffee cocktail, presenting outlets with a huge opportunity to drive incremental sales and cash margin. The coffee category is currently in growth, with 70m cups of coffee being drunk in the UK every day. Licensees can tap into this by serving a Baileys Pumpkin Spiced Latte.”
The new product is being supported by a six-figure marketing investment which will focus on social media activity and strategic sampling across the UK.