US: Baileys goes on the road with R&B star
Diageo-owned liqueur Baileys has teamed up with R&B star John Legend to sponsor his upcoming US tour.
The tour, which runs from 27 October until the end of November, will be called the 'Baileys Get Together with John Legend' Tour, the company said late last week. Legend will play in 25 cities across the US as part of the jaunt.
"Baileys supports John Legend, a true luminary in the world of R&B and a songwriter of remarkable depth and talent," said Alefiyah Merchant, Baileys brand manager for Diageo. "We believe John's music - sophisticated and smooth - is in perfect harmony with our brand and synonymous with the Baileys experience."
At each venue - where legal - Baileys will be offered for sampling to concert-goers. Fans will also be able to enter a raffle for free tickets for future John Legend concerts. The tour will additionally be supported through radio, out-of-home and print advertising.
Legend won three Grammy Awards - Best New Artist, Best Male R&B Vocal Performance, Best R&B Album - for his 2004 debut album, Get Lifted.
At the beginning of this year, Diageo launched two limited edition Baileys' flavours in the US. Baileys Caramel and Baileys Mint Chocolate were made available for a limited time in the country, beginning in March.
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