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Festive flair: Baileys Orange Truffle |
Diageo-owned Baileys Original Irish Cream on Tuesday launched the latest addition to its successful Flavours range: Baileys Orange Truffle.
The limited-edition flavour, a blend of Baileys Original Irish Cream liqueur infused with a hint of orange truffle, will be available in travel retail from October 2012, in time for the festive gifting period.
Baileys is a key brand at Christmas-time for shoppers and the arrival of the brand’s annual Christmas campaign heralds the beginning of the festive season for Baileys lovers around the world, Diageo said.
Diageo Global Travel and Middle East Brand Manager, Vodka, Gins & Liqueurs Pamela Dinh explained: “Baileys Orange Truffle Flavour has been created with the festive period in mind, tapping into this consumer mindset but also answering the consumer need for innovation and exciting new offerings to our core range.
“The flavour cues of rich orange chocolate blended with Baileys evoke thoughts of sumptuous and luxurious Christmas occasions and present our consumer with something new to serve friends or give as a gift.
“The new flavour presents a fantastic commercial opportunity for travel retail in the coming months. Promotional collateral has been designed with the discerning female shopper in mind, and also works to engage the potentially lucrative female non-shopper group.”
Premium POS, theatrical displays and sampling initiatives showcase the liquid and evoke the product’s luxurious flavour cues. This seeks to create excitement, driving footfall into the store, encouraging instant purchase and in turn retail sales.
The limited-edition status of the product combined with targeted distribution in key domestic markets is intended to elevate this innovative product’s “˜buy now’ credentials.
Baileys Orange Truffle Flavour will be available from October 2012 to January 2013.
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