UK: Diageo backs women's book prize with Baileys

By | 4 June 2013

The brand will be associated with the fiction award from next year

The brand will be associated with the fiction award from next year

Diageo has signed a three-year deal to sponsor global book award The Women’s Prize for Fiction with its Baileys Original Irish Cream brand. 

From next year, Baileys will replace telecommunications firm Orange as the sponsor of the award, Diageo said yesterday (3 June). The French group has sponsored the event - known as the 'Orange Prize' - since 1996. 

“The prize has established itself within the world of literary culture as a wonderful platform for female talent and with this partnership we are committed to celebrating spirited women and their stories, which inspire and enrich lives around the world,” Diageo's global innovation director, Syl Saller said.

The Women’s Prize for Fiction is awarded to the best novel of the year written by a woman of any nationality in the English language. The winner receives GBP30,000 (US$46,000).

In March, Diageo continued a Baileys overhaul with the launch of a more “feminine” bottle.

Expert analysis

Diageo plc (DGE) - Financial and Strategic SWOT Analysis Review

Diageo plc (Diageo) is one of the world's leading companies in the beverage alcohol industry. The company carries out the production and distribution of spirits, beer and wine. The key brands of the company include Johnnie Walker, Smirnoff, Captain Morgan, Baileys Original Irish Cream, J&B, Tanqueray, Guinness, Crown Royal Canadian, Beaulieu Vineyard and Sterling Vineyards, and Bushmills Irish. Diageo also has distribution rights for the Jose Cuervo tequila brands in North America and various other markets.

Sectors: Marketing – advertising & promotions, Spirits

Companies: Diageo

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