Diageo launches Baileys Chocolat Luxe

By Jessica Mason

- Last updated on GMT

Related tags: Chocolate, Diageo

Baileys Chocolat Luxe
Baileys Chocolat Luxe
Diageo has invested £5.5 million in a TV advertising and sampling campaign to support the launch of a new premium sub-brand for its cream liqueur brand Baileys.

The sub-brand, called Baileys Chocolat Luxe, uses real Belgian chocolate blended with Irish whiskey, and has been invented to encourage consumers to trade up from Baileys Original as well as attract more women to the brand.

Kerry Owens, category director for Baileys Diageo Western Europe, said: “Baileys was the first brand to fuse whiskey and cream. With Baileys Chocolat Luxe, we’re proud to say that we’ve achieved another breakthrough in spirits innovation - the first time real Belgian chocolate has been fused with alcohol to deliver a real Belgian chocolate experience.”

Baileys Chocolat Luxe will be in distribution from September with advertising following on TV in October.

Related topics: Spirits & Cocktails

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