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Baileys Irish Cream has introduced a new flavour, Baileys Biscotti, inspired by the taste of traditional Italian biscuit.
The line extension is a blend of the Baileys Original premium ingredients, fresh Irish cream and triple distilled Irish whiskey, with a smooth biscotti flavour. It will launch in travel retail in Europe and Australia in October 2011.
Baileys Biscotti will join the existing Flavours range, including Baileys with a Hint of Coffee and Baileys Hazelnut.
Its launch will be supported by retail activations at key locations such as Heathrow, Frankfurt and Sydney airports. In smaller locations, pop-up bars and creatively merchandised spaces will invite consumers to “˜Dip into the new Baileys Biscotti’.
Through the line communication featuring the new launch will interact with consumers at journey touch points to and through the airports.
Diageo GTME Marketing Manager – White Spirits, Rums and Liqueurs Chin Ru Foo said: “The new Biscotti flavour is a really exciting addition to the range – it delivers the smooth taste of Baileys combined with the delicious flavour of the traditional, double-baked Italian biscuit and as such, is the perfect drink to relax over and share with friends.
“The Baileys Flavours range is one of Diageo’s most successful innovations to date. We are confident the new Biscotti flavour will drive increased footfall into our retail partners’ stores, and offer our shoppers an exciting new product they will want to take home from their travels to share with friends and loved ones.”
The launch of the new flavour, which will be available in 1L and 70cl formats, will be supported by a communications campaign including sampling activity, PR, relationship marketing and point-of-sale. This will be supported by TV and digital ads in the UK and Ireland.
