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Diageo’s barman blends Baileys cocktails – Blended, Shaken, Choclatini and Irish Martini – with the four Baileys flavours |
UK. Diageo celebrated the successful travel retail launch of its new Baileys with a hint of Coffee product during a culinary extravaganza at one of the world’s most highly acclaimed restaurants, The Fat Duck, near London.
The three Michelin-starred restaurant was a perfect location for the event, which aimed to express how one of the most popular spirits on the planet can be enjoyed at any time of the year – not just at Christmas.
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Click here to read about the travel retail ambitions of Diageo’s Phil Humphreys |
Not only is Baileys Irish Cream Liqueur the world’s best-selling cream liqueur, it is ranked the number two spirit in global travel retail, according to figures from the DFIC (2007). Similar heady accolades have been bestowed upon Heston Blumenthal, a self-taught chef known for his gastronomic alchemy (snail porridge and bacon-and-egg ice cream are among his signature dishes), who cooks at The Fat Duck, which is consistently rated the world’s second-best restaurant.
Diageo’s newly appointed Global Travel & Middle East Managing Director Phil Humphreys, the evening’s amiable and energetic host, explained to the travel retail media guests what he wanted to achieve: “Heston Blumenthal is shifting the paradigm of culinary gastronomy tonight. He has been described as a cross between Willy Wonka from Charlie & The Chocolate Factory, Alice in Wonderland and Peter Pan… With Baileys’ new Coffee flavour, Diageo is shifting the paradigm of our brands. We aim to broaden the usage and frequency of the Baileys brand with our four flavours: Original, Crème Caramel, Mint and Coffee.”
Retail theatre
In their illuminating presentations, Baileys brand duo Marie Kennedy (Innovation Brand Manager) and Caroline Lyons (Marketing Manager White Spirits, Rums and Liqueur) observed the way in which the airport promotions for Baileys with a hint of Coffee had driven footfall into the stores. The coffee flavour had also drawn in male customers to the Baileys brand, which is often associated with female drinkers.
Culinary theatre
During the unforgettable evening, as dish upon dish arrived with a theatrical flourish, the travel retail industry itself had much to learn from the magical setting. It was all about creation, vision and passion and about giving the customer an incredible experience. In fact, that’s exactly what Phil Humphreys told The Moodie Report shortly after his appointment when he set out his own ambitions for Diageo in travel retail.
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Clockwise from top left: Martin Moodie talks to Diageo Global Travel & Middle East Marketing Director Nick Robinson; The Fat Duck waiter serves an appetiser of nitro-poached green tea and lime mousse from a nitrogen-filled ‘cauldron’; Global Travel & Middle East Managing Director Phil Humphreys speaks about the success of Baileys with a hint of Coffee |
About Baileys liqueur
Launched in 1974, Baileys Irish Cream Liqueur is the world’s best-selling cream liqueur and ranked the number two spirit in global travel retail, according to the DFIC (2007). Full-year sales volume totals 7 million cases. Most popular in the UK and US markets, the liqueur is sold in 160 countries and is believed to have 190 million “adorers and adopters”, according to Diageo. The range comprises four products: Baileys Original Irish Cream, Baileys with a hint of Crème Caramel, Baileys with a hint of Mint Chocolate and Baileys with a hint of Coffee. The latter product has become the brand’s most successful line in test markets in key UK airports and the US domestic market since its initial launch at World Duty Free in February 2008.
MORE STORIES ON DIAGEO AND BAILEYS
Ambitious Diageo shows off the best of the best – 11/09/08
The passion and the vision: Diageo’s Phil Humphreys spells out his travel retail ambition – 03/09/08
Diageo links up with WDF to test new Baileys flavour – 20/02/08
