Diageo has extended the roll-out of its latest Baileys travel retail exclusive Baileys XC.
The line extension combines Cognac with spirit and cream from Baileys. It was initially launched through Gebr Heinemann, but following the expiration of a period of exclusivity has been introduced at selected airports worldwide.
The ‘XC’ tag is derived from the ‘Exceptional Cream’ liqueur denoted in the blend.
Diageo said the line taps into the growing popularity of luxury liqueurs among shoppers in duty free.
The gold and blue Baileys XC bottle features an intricate holographic label, and is designed to appeal to shoppers looking for something “unique and indulgent”, according to Diageo.
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“We are thrilled to bring shoppers in duty free this exclusive new product from Baileys. Baileys XC is a liqueur of the highest quality, showcasing premium ingredients and beautiful packaging – and it tastes as good as it looks,” said Diageo Global Travel Global Marketing Director Peter Fairbrother.
“We know that Baileys traditionally performs well with female shoppers and those looking for an escape from the ordinary, and we’re confident that this luxurious new product will appeal to new and existing Baileys customers.”
A 50cl bottle of Baileys XC retails for £15.00/€16.00/US$22.50, Diageo said.
