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Baileys with a hint of Coffee will be trialled exclusively in travel retail |
UK. Leading drinks group Diageo is to trial a new test flavour of its Baileys Irish Cream liqueur across UK airports.
Baileys with a hint of Coffee will be available exclusively in World Duty Free stores from 27 February for one month, followed by a further roll-out through Alpha and Nuance stores from April. The new addition follows the launch of Baileys with a hint of Mint Chocolate and Baileys with a hint of Crème Caramel in 2006.
The new flavour scored highly in research tasting tests and taps into the increasingly popular social “˜coffee culture’ trend, said Diageo.
Commenting on the introduction, Diageo Global Travel & Middle East Marketing Director Nick Robinson explained: “Following the successful launch of Baileys with a hint of Mint Chocolate and Baileys with a hint of Crème Caramel in 2006, we’re confident consumers will respond positively to this innovative addition to the range.”
“We’ve chosen to test the new flavour in the travel retail sector as the brand has consistently performed well here and it offers a broad consumer profile to test against. We’ll be supporting the test at WDF with high impact visual displays along with a heavyweight sampling programme to drive trial and generate some real excitement around the new flavour”, he said.
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