Speciality spirits: All rests on Baileys
THERE IS a particularly fat cat that gets all the cream in cream liqueurs. Dooley's and Carolans are, it must be said, mere kittens compared to the behemoth that is Baileys.
Launched in 2002 with an £11m investment, Tia Lusso was intended to be a rival to Baileys but was axed after muted sales success shortly before Pernod Ricard acquired its owner Allied Domecq in 2005. It is a reflection, then, of the success of Diageo's 'Original Irish Cream' that the sub-category of cream liqueurs can form such a significant part of speciality spirits.
Indeed, the successes or failures of cream liqueurs can be laid squarely at Baileys' door. The brand featured in the 31-40 bracket of the top 200 brands in The Publican's Brands Report supplement last week. However, according to a Nielsen report in November, the cream liqueurs category as a whole had declined by 10 per cent in volume terms in the on-trade in a year.
The question must be posed: what is Baileys doing to address this situation? While Diageo was unavailable for comment on the reasons for the decline, a spokeswoman pointed to the allocation of even greater resources to the brand's marketing, evidence that the nosedive could well be pulled around.
The drinks company is investing more than £1.2m between March and September to raise awareness of Baileys over Easter and throughout the spring and summer months.
It will include advertising in women's magazines including heat, Closer and Marie Claire. The main thrust will be continuing to build interest in the brand year-round, not just peak periods such as Christmas and Mothers' Day.
This means more focus on Baileys Chocolate Cups, designed to be filled with the spirit and used by pubs on after-dinner occasions, as well as on Baileys blended and Baileys latte - the latest signature serves involving blending with ice and coffee, respectively.
One observer interested in Baileys' promotional tactics and the dip in the popularity of cream liqueurs is drinks company Inspirit.
Its national account manager Mike Beavan provides some possible reasons for consumers turning away from the category. He points to the move towards authentic and premium drinks, which may exclude Baileys - although Diageo might well contest that.
"Within the on-trade, we all spend a lot on speciality spirits in a bid to get people to trade up. Baileys is dropping out of that particular cocktail revolution.
"Also, it's known for its massive discounting strategy in the off-trade, and that can't really be translated to pubs."
Considering the might of its main brand, cream liqueurs are sure to remain a hugely important element of your back-bar. Nevertheless, it is important that Baileys, the cat that got the cream, licks its wounds.
