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Baileys Hazelnut is the latest variant in a successful heritage of flavoured line extensions from Diageo GTME |
INTERNATIONAL. Baileys, the world’s number one liqueur and travel retail’s second-biggest spirits brand, is launching a new variant – Baileys Hazelnut Flavour.
The line extension will join the existing Flavours range, which includes Baileys with a Hint of Crème Caramel, Baileys with a Hint of Mint Chocolate and Baileys with a Hint of Coffee. The variant launches from 1 November across European travel retail and selected domestic markets and will follow into other travel retail regions in 2011.
Diageo Global Travel & Midde East (GTME) Marketing Manager White Spirits, Liqueurs and Rums Caroline Lyons told Editors at a media launch on Friday: “Flavours have been proven to drive footfall for Baileys.”
The company believes the line extension will drive incremental sales, partly by luring lapsed buyers back to the liqueur category. Lyons said she was confident that the new introduction would not cannibalize the original product.
Hazelnut will be sold in one size (litres) and at the same price point as Baileys The Original.
The recipe blends the premium ingredients of Baileys Original – fresh Irish cream and triple distilled Irish whiskey – with a smooth hazelnut flavour.
The new flavour variant will be supported by a through the line campaign that includes sampling, concourse and in-store activations.
The campaign leads with the headline “˜Try New Hazelnut Flavour’ and a secondary support line “˜Share something NEW with friends’. Both messages highlight, strongly, the “˜new’ message for shoppers – a proven footfall driver, said the company.
The activations are designed to be visually impactful, “interrupting travellers and exciting interest in the “˜new news’,” Diageo GTME said.
Travellers will be invited to sample the new flavour or any of the Baileys family and be offered recipe cards that show them how to enjoy Baileys in different ways.
The Baileys Hazelnut Flavour packaging features a cream-coloured screw top seal and a hazelnut icon to aid differentiation from the rest of the range.
For Christmas the full Baileys liqueur range will feature bows – what Diageo described as “a winning visibility and gifting cue mechanic” from the highly successful 2009 Christmas campaign “˜A bow on every bottle’. This initiative saw all the Baileys flavour variants decorated with a coloured bow matching each flavour’s key colour.
Lyons commented: “The flavours range has been a big hit with consumers and is among Diageo’s most successful innovations to date.”
Supporting that point, Diageo GTME said that when Baileys with a Hint of Coffee was launched in Europe the volume of sales grew month after month and were incremental to Baileys Flavours and the original Baileys. “The Baileys Trademark was in double-digit growth and the launch drove footfall and conversation into stores across Europe,” said the company.
Lyons noted: “Our insight programme shows that Baileys is a very impulsive brand and over 200 million global adorers and adopters respond positively to new activations around it. The brand has great gifting appeal and this new, highly visible promotion will give consumers the opportunity to purchase Baileys Hazelnut Flavour as a gift or to enjoy a special Baileys moment with family and friends at their destination of choice.”
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