Baileys goes nuts in Christmas campaign
A new flavour of Baileys — Baileys with hazelnuts — will be released next month in time for Christmas, the key selling period for the brand.
Owner Diageo has earmarked £4.5m to spend on a seasonal campaign for the cream liqueur, a 40% increase on last year's investment, which will include a launch campaign for the new flavour.
The company has also designed a new Baileys dispense system for the back bar, to help increase the profile of the brand in pubs and bars.
This includes a plaque for displaying price details, serving suggestions and seasonal marketing messages.
To further boost sales of the brand in the on-trade, Diageo will also position it as an alternative to pudding, said Martijn Van Buuren, on-trade channel director.
"Only three in 10 diners choose a pudding, but research shows 67% of females strongly believe that Baileys is an ideal way to finish off a dining-out occasion," he explained.
The brand should be positioned on menus and PoS material as an after-dinner "sweet treat" to help licensees add profit even when customers don't want a full pudding.
Apart from over-ice the Baileys Scoop (a measure of Baileys over a scoop of ice-cream in a tumbler) and the Baileys Latte, can also be offered to customers.
As part of its Christmas drive Diageo will also be pushing long mixed drinks through its tie-up with Coca-Cola and will run a dedicated campaign for its Smirnoff Flavours range, spearheaded by sampling activity in participating outlets as part of an ongoing £6m campaign.
