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Baileys Gold has “huge potential to drive growth and value,” says Diageo |
INTERNATIONAL. Diageo Global Travel and Middle East (GTME) is trialling the latest addition to the Baileys portfolio – Baileys Gold – exclusively in travel retail.
The new premium offering is housed in what is described as “elegant contemporary packaging”, and is said to include “a new, luxurious silky smooth Baileys taste experience”.
Diageo GTME Managing Director Phil Humphreys said Baileys has a major role to play in growing the size of the liquor category.
“Baileys is a fabulous brand with a very large consumer base across the globe, so the introduction of a premium Baileys variant clearly has huge potential to drive further growth and value,” he said.
“Our strategy is to increase retail value on Baileys and the liquor category through driving additional purchase and consumption occasions on the brand. Over the past three years, Diageo has continually broadened the occasionality for Baileys, introducing three flavour variants, thus developing the “˜any day of the year’ appeal of the Baileys brand. With Baileys Gold, however, we are emphasising the luxurious indulgence of the drink for special moments, addressing the opportunity for Baileys Gold as a treat and gifting option, particularly among female shoppers.”
Diageo said that travel retail offers an ideal environment for testing the new variant. Baileys Gold will enter the channel through a trial carried out in close partnership with Gebr Heinemann and Autogrill.
Heinemann began the test from 1 June at a number of leading airports across Germany as well as at Oslo and Copenhagen airports. A selection of Autogrill’s UK locations, including Heathrow and Gatwick, will join the test in August. The full test market will run until the end of the year.
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The new expression is being trialled initially at Gebr Heinemann and Autogrill airport stores |
Diageo said: “The amazing success of the three Baileys flavour variants has already demonstrated the growth opportunities for the brand and Diageo is delighted to work with Heinemann and Autogrill to test the potential of Baileys Gold and utilise the opportunity to tailor the product mix to maximise sales and revenue. They are trusted partners who provide the exceptional quality of support, retail environment and shopper profile that are ideally suited to assessing the market for Baileys Gold.”
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“We are addressing the opportunity for Baileys Gold as a treat and gifting option, particularly among female shoppers.“ |
Phil Humphreys Managing Director Diageo Global Travel & Middle East |
Rüdiger Stelkens, Heinemann’s Purchasing Director Liquor, Tobacco, Confectionery, noted: “Baileys Gold creates a premium perception and luxury appeal for the Baileys label and we are delighted to partner Diageo in testing it through our selected stores in Germany and Scandinavia. Premium lines and innovative gifting options are the primary drivers of travel retail and, backed by the global appeal of the Baileys brand, Baileys Gold is perfectly positioned to support footfall and conversion.”
Gifting and special treat are key shopper motivations in travel retail, gifting accounting for 60% of liquor spend (Horizon 2005), and the Baileys brand has not previously offered a premium proposition.
Diageo said that, despite the current downturn, consumers will look to maintain their consumption of affordable indulgences and appealing gift purchases, particularly with trusted brands. Three out of every seven Baileys purchases (Quantitative Study, GB 2007) are unplanned. According to the brand owner, this highlights the opportunities for Baileys Gold to deliver incremental sales.
About Baileys Gold
The Baileys Gold expression comprises deluxe Irish cream, fine spirits and Irish whiskey. The 70cl bottle is housed in stylish gold and black-themed packaging.
Baileys Gold joins the 35-year-old Baileys brand, which is the world’s leading liqueur and the second-highest selling spirit in Travel Retail (DFIC 2007). Baileys Gold shares the same abv level (17%) as the rest of the Baileys family and the recommended retail price point is €29.99.
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