Diageo Global Travel has released a new addition to the Baileys Irish Cream line-up – Baileys Birthday Cake – which is exclusive to travel retail for six months from 1 July. It will be availble in selected domestic markets from January 2022.
Dubbed as the “ultimate gifting product”, and supported by personalised gift tags, the 70cl bottle will be available in selected airports, including London Heathrow, London Gatwick and Dublin.
The new line combines the “familiar and nostalgic flavour” of a celebratory cake with the taste of Baileys Original Irish Cream, said the brand owner.
Diageo Global Travel Managing Director Eduardo Barp said: “We are delighted to announce the launch of Baileys Birthday Cake, a unique and exciting new product, as a six-month travel retail exclusive.
“After a difficult period of time for the global travel industry, Diageo Global Travel is committed to driving recovery and growth through a consumer-centric strategy that aims to reinvigorate global travel retail.”
Barp said the Diageo team is collaborating with industry partners to understand key consumer occasions, needs and motivations. “We are proud to unveil Baileys Birthday Cake as the next step in achieving travel retail growth through the ‘all year gifting’ pillar of our category strategy,” he added.
“We are looking forward to supporting the regrowth of the global travel retail sector in the months and years to come.”
Note: Diageo is a Platinum Partner at the Virtual Travel Retail Expo in October, where it will be showcasing its extensive innovation and digital capability.
