New Baileys offshoot on the Glide

Diageo has refrained from launching its new Baileys Glide into the on-trade despite a full scale launch into the take home sector.

The new Baileys offshoot, packaged in a 200ml bottle and with an ABV of 4 per cent, has been launched in supermarkets and off-licenses in an attempt to appeal to a younger drinker.

However, in light of the fact that Baileys is predominantly a brand drunk at home, Diageo has adopted a much more cautious approach as far as pubs are concerned. Rather than diving in, the drinks company is dipping in its toe in the shape of a test-marketing programme at around a thousand Scottish & Newcastle outlets.

The objective of this test, said Diageo, is to understand more about pricing, promotion and the role that Baileys Glide plays in the on-trade. A spokesperson from Diageo said: "We will carefully analyse the results from the on-trade test before deciding on next steps."

The Publican's Market Report 2003​ revealed that Baileys is still the number one liqueur in the on-trade despite last year's launch of Tia Lusso from Allied Domecq.

Chris Stagg, senior innovation manager for Baileys said: "Consumer research has identified that there is an opportunity to extend Baileys Original Irish Cream further into social occasions by developing a longer, lighter alternative. To maximise this opportunity, we have developed Baileys Glide - the delicious taste of Baileys and vanilla, blended for a longer, lighter experience."

Depending on geography and style of outlet, Baileys Glide is likely to be priced at between £2.80 and £3.30 during the on-trade test.