UK: Diageo readies third flavour for Baileys
Diageo is adding a new flavour to its Baileys cream liqueur portfolio.
The drinks company said today (20 February) that the coffee-flavoured variant will launch initially in UK airports, through World Duty Free stores, from the end of this month. The roll-out will be followed in April with availability spreading to Alpha and Nuance stores at UK airports.
Baileys with a hint of coffee joins the mint chocolate and crème caramel variants in the flavoured Baileys stable.
"We've chosen to test the new flavour in the travel retail sector as the brand has consistently performed well here and it offers a broad consumer profile to test against," said Nick Robinson, Diageo's marketing director for global travel and the Middle East.
"We'll be supporting the test within WDF, Alpha and Nuance UK stores with high impact visual displays along with a heavyweight sampling programme to drive trial and generate some real excitement around the new flavour."
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