Baileys Glides into pub arena

Diageo GB is looking to strengthen its grip on the cream liqueur category with the on-trade launch of its Baileys Glide concept.

Glide, which is a longer version of Baileys mixed with vanilla packaged in a 200ml bottle, has until now only been available in around 1,000 outlets on trial.

But following a positive response from drinkers and encouraging sales in the off-trade, where a full-blown launch took place last summer, Diageo has decided to embark on a nationwide roll out from the beginning of March.

But while Glide will rub shoulders with the likes of Smirnoff Ice and WKD in the pub chiller, senior innovations manager Ellie Calver insists the new brand is not designed to compete in the ready-to-drink (RTD) arena.

"It's not really an RTD," she said. "It's a unique drink and plays a different role in the female drinkers' repertoire."

Only 25 per cent of the Baileys parent brand is sold in pubs and bars but Diageo is hoping that Glide will raise its on-trade profile.

"Fourteen million consumers drink Baileys," said Ms Calver. "But of those, approximately 11 million drink it quite infrequently so we're trying to expand the brand into the repertoire of everyday drinkers."

With an ABV of four per cent, Glide contains a similar number of calories to other female-friendly fridge rivals such as Archers Aqua and Reef.

The launch of Baileys Glide will be supported by a £1.5m marketing campaign, part of a £4.5m Baileys campaign, which will consist of advertising in the gossip press and outdoor advertising from April to May.