Diageos Baileys bottle allows consumers to see their own names - or that of a friend - take the place of the logo

Diageo's Baileys bottle allows consumers to see their own names - or that of a friend - take the place of the logo

A "personalised" bottle has helped drive up sales of Baileys by 60% in Dublin airport, Diageo has said, as the company embarks on a personalisation push for the brand in Global Travel Retail.

Speaking to just-drinks today, Diageo's head of GTR, Dayalan Nayager, said the new Baileys bottle, which allows consumers to print their names on it, has seen huge success since it was launched in April. Average sales through March, April and May were higher than for last December, traditionally the strongest selling period for Baileys.

The activation is now set to roll out around the world, with Diageo yesterday signing a deal with a GTR chain to take it to 50 markets globally in November.

"It's going to be everywhere, Nayager said.

The GTR chief, who took over from Doug Bagley in July, said personalisation trends are proving popular with Millennial consumers. The company has also launched a Travel Retail campaign in Hong Kong that allows consumers to put selfies on bottles of Johnnie Walker Gold.

"People want uniqueness, they want something special and marketing trends are changing,"  Nayager said. "Everything is becoming personalised."

Nayager also said the GTR market, where more than 50% of purchases are for gifting, is an ideal channel for personalisation as it drives up-sell.

"Now, you can buy a bottle not only for your friend but also his wife or his friend," Nayager said.

Nayager acknowledged that the idea for the Baileys bottle came partly from looking at the success of personalisation campaigns by The Coca-Cola Co's namesake brand and Ferrero's Nutella.

Coca-Cola's Share-a-Coke campaign started back in 2011 as an idea from Australian bottler Coca-Cola Amatil. Its success, particularly in getting younger consumers back into soda consumption, saw it spread throughout Coca-Cola's bottler network.