Diageo Global Travel and Middle East (GTME) has today launched Baileys XC, a new premium liqueur that combines Cognac with fine spirit and cream from Baileys.
Baileys XC is exclusive to travel retail and will initially be available only through Gebr Heinemann until 31 May 2016.
The new product, which is targeted particularly at women, pairs Cognac with fine spirit and cream from Baileys.
Its ‘EC’ tag is derived from the ‘Exceptional Cream’ liqueur showcased in this luxury blend.
Diageo GTME described Baileys XC as smooth and indulgent, offering a new taste experience for the liqueur category – and giving travellers a premium product that cannot be purchased elsewhere.
Baileys XC will be launched across all key travel retail markets from June 2016, following the exclusivity period with Gebr Heinemann.
Pop-up retail experiences, retail furniture and display units featuring chic Parisian styling will be rolled out across key airports as part of the launch activity.
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Baileys XC (left) has a distinctive holographic label; the travel retail activation (right) will be launched into all key markets from 1 June this year | |
Diageo GTME Global Marketing Director Peter Fairbrother commented: “We are thrilled to bring our customers, and shoppers alike, this beautiful new travel retail exclusive from Baileys.
“We know that a huge opportunity exists within travel retail – and that is to further capture the attention of female shoppers within the spirits category. We also know that Baileys consistently performs well with our female shoppers and therefore the launch of Baileys XC comes at a perfect time for the brand.
“Baileys XC is a liqueur of the highest quality, and its exclusivity to the channel confirms the importance of travel retail in the premium spirits market,” he continued.
“We are also pleased to be working with our partners at Gebr Heinemann to bring the product exclusively to its shoppers first at launch.
“In Gebr Heinemann we have a partner who recognises and shares our passion for bringing unique products and engaging experiences to global travellers. Therefore, working closely with this team, we’re confident in the successful launch of this great new product.”
Gebr Heinemann Purchasing Director Liquor, Tobacco & Confectionery Rüdiger Stelkens said: “We are delighted to be the first partner to launch Baileys XC in travel retail.
“We always strive to be first to offer our customers superior shopping experiences and premium, exclusive products. Our partnership with Diageo GTME has done just that with Baileys XC.”
The Baileys XC bottle features an intricate holographic label.
It will retail at £15.00/€16.00/$22.50 (RRSP) for a 50cl bottle.
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Baileys XC is exclusive to Gebr Heinemann until 31 May |
