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UK: Bacardi to launch cream liqueur brand

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By Pat Brazzier of P.A.S.H. Beverage Research

Bacardi-Martini is to test 'Kalyr', a cream liqueur (12.5%/70.0cl) made from exotic fruit and cream, in Northern Ireland before being launched throughout the UK.

The new product is aimed at 25- to 45-year-old women and, although its alcohol content is lower, it will be in competition with Baileys and Tia Lusso (both 17%).

Daigeo's Baileys and Allied Domecq's Tia Lusso are the UK's leading cream liqueurs.

Last week, however, Philip Bowman, Allied Domecq's chief executive said aggressive pricing by Diageo had attacked Tia Lusso in a move designed to kill off the brand.

As a result, the budgeted move into profit for Tia Lusso in the fourth year after its launch had now been pushed back by at least a year, but the company insisted that the market was big enough for both Baileys and Tia Lusso to "make decent money".

Diageo has refuted the claims saying consumer pricing was driven by retailers.


Sectors: Spirits

Companies: Bacardi Ltd, Allied Domecq, Diageo

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