Easter is a busy trading period across the UK, seeing a 10% increase in total sales over the long weekend, compared to an average weekend1. Total spirits sales increase by 41% over Easter, and wet sales in the on-trade increase overall by 10%2, with many families choosing to celebrate the occasion in pubs, bars and restaurants around the country.

Easter is a time of indulgence where people of all ages splurge and give in to their sweet tooth, meaning consumers are more likely to treat themselves to more premium products. Spend on desserts increases by 8% over Easter, presenting an ideal opportunity for the on-trade to unlock increased spend per head and offer the rich and decadent Baileys Chocolat Luxe as an adult dessert alternative, capitalising on that end-of-meal impulse purchase.

Baileys is intrinsically linked to seasonal celebrations – it is after all one of the most loved spirit brands in Britain. The luxurious liquid of Baileys Chocolat Luxe gives the same multi-sensory experience as eating a piece of chocolate, making it the perfect drink to sit at the heart of Easter – the chocolate occasion.

Baileys Chocolat Luxe is a fusion of real Belgian chocolate, Madagascan vanilla, Irish whiskey and cream, resulting in a rich molten chocolate drinking experience. It’s the ideal drink to offer consumers, bringing together two favourites, real Belgian chocolate and Baileys, into the perfect decadent Easter treat for adults.


The new Baileys serve 

To meet the desire of today’s modern women, Baileys is evolving its serve once more to a stylish long-stemmed glass.bar_easter_baileys

Most spirit drinks are served in masculine glasses, such as a tumbler, regardless of the target consumer3, and Baileys sees this as a key opportunity for licensees to cater directly to the female consumer with a sophisticated and premium offering.

A beautiful glass derives desire, and showed that women see stemmed glasses as aspirational and feminine3.

But it’s not all about looks – serving 50ml of Baileys Chocolat Luxe in a red wine glass brings the experience of the liquid closer to the nose and mouth which enhances the sensory perception of both the aroma and taste of the liquid4.

Creating the “perfect serve” is essential: research by Alcovision shows that nine out of 10 consumers would buy a drink again if it was served correctly. Glassware is a crucial element not to be overlooked, with 46% of people said the correct glass was important when buying a drink5.

Satisfy your customers’ quality expectations with expertly prepared and presented drinks served in the correct glassware, and give them an experience worth paying for. Serving Baileys Chocolat Luxe over ice in a red wine glass this Easter will see consumers coming back for more, and sales increase.


Win a case of Baileys Chocolat Luxe

Easter is just around the corner, and what better drink to treat patrons this Easter long weekend than the decadent Baileys Chocolat Luxe. Baileys is giving one lucky reader of Bar magaazine the chance to win a case of Baileys Chocolat Luxe as well as the new Baileys “perfect serve” branded glassware.

1CGA GB On Trade Like for like Average Daily Value RoS January 2013 – December 2013. 2Millward Brown BTS 3Diageo Global Girls Night Out research, 2012. 4Baileys Feminine Serve Sensory Panel Report, Diageo June 2013, stemmed vs tumbler glassware. 5TNS Perfect Serve Omnibus, 2012.

Closing date: April 30, 2014

This reader promotion is open only to people working in the licensed trade such as a bar, pub, club or restaurant.

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