Bailey’s launches new look

BAILEYS today launches a new look for its cream liqueur bottle more in keeping with the modern Irish image.

In an update of its bottle and a new advertising campaign the group has spent an estimated £2million.

Advertising campaign alone cost close to £1m, said managing director of R&A Bailey, Wendy Darlington. Research for the change in the image took two years to complete involving 2,000 consumers across the world.

It is reckoned that 100 million people have tasted the product and those regarded as regular consumers drinking one glass of the product per month.

Baileys is expected to become the fifth largest-selling spirit in the world this year.

Bacardi and Smirnoff are the top two and the success of Baileys from a standing start in the early 1970s is a cliché at this stage.

As part of the Diageo group, owners of Guinness and several other spirit brands, it has a number of firsts, the number-one selling duty-free liqueur, the number-one selling cream liqueur and one of the fastest growing global brands for Diageo.