Product Launch - EUROPE: Diageo's Baileys Chocolat Luxe

By | 12 August 2013

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Diageo's Baileys Chocolat Luxe

Category - Spirits, liqueur, Irish whiskey, cream, Belgian chocolate, 15.7% abv

Available - From today (12 August)

Location - Initially at UK Harvey Nichols stores and online; Western Europe roll-out starting in October

Price - SRP of GBP16.99 (US$26.30) per 50cl bottle

Distribution - Diageo

Diageo has launched an extension for its Baileys Original Irish Cream that mixes 30g of Belgian chocolate into each bottle.

Baileys Chocolat Luxe will first appear in Harvey Nichols stores in the UK before launching in Western European markets. Chocolat Luxe's abv is 1.3% lower than Original Irish Cream, which Baileys says stops the whiskey overpowering the chocolate.

The markets are: UK, Ireland, Spain, Belgium, Holland, Germany, Austria, France, Norway, Sweden, Denmark, Italy and Switzerland.

Diageo called it “one of its most innovative products for a decade”.

Diageo's liqueur brands, which are dominated by Baileys, saw a 1% slip in volumes in last month's FY results, but sales by value were up 2%.

Show the press release

Diageo announces groundbreaking innovation with real Belgian chocolate liqueur

DIAGEO today announces one of its most innovative products for a decade with the arrival of Baileys Chocolat Luxe – the first time that real Belgian chocolate has been fused with alcohol in a way that delivers the multi-sensory experience of chocolate in a glass.

Created by Anthony Wilson, principal scientist and son of one of Baileys Original Irish Cream’s creators Steve Wilson, this latest innovation in drinks alchemy has been three years in the making. Travelling across three continents, Wilson was able to realise his vision that Baileys and real Belgian chocolate would be the perfect pairing.

The result is a unique drinking experience that brings together two favourite indulgences, Baileys and chocolate. 

Working with a world-class chocolatier and his team of leading scientists, Wilson personally tasted over 200 varieties of the world’s finest chocolate – eventually choosing to create a bespoke chocolate that would complement the drink and result in the ultimate molten chocolate drinking experience.

It was the smallest of changes that provided the momentous breakthrough after 839 failed attempts. Lowering the alcohol content by just 1.3%, the flavour of the whiskey finally complemented, rather than overpowered the sweet, smoky essence of the chocolate. 

Anthony Wilson said of his creation: “The philosophy behind developing Baileys Chocolat Luxe was to create an ambient molten chocolate experience – something that you could pour and drink at room temperature that would have the multi-sensory experience of eating chocolate. This is combining two ingredients that were always destined to be together; finally becoming a reality.

“Baileys was the first liqueur to fuse whiskey and cream, and now Baileys Chocolat Luxe heralds a groundbreaking innovation in chocolate – the first time real Belgian chocolate has been fused with alcohol to deliver a real Belgian chocolate experience. I am proud to be the one to say I helped make this happen and that the family legacy with Baileys continues with a brand new innovative product.”

Food architect Sam Bompas has put his stamp of approval on the product by saying: “This is a huge moment for chocolate, people have tried before but the problem is chocolate is solid, turning that into a drink is far from easy. What Diageo has created with Baileys Chocolat Luxe is not only a great tasting drink; it is a real quality chocolate experience.”

Combining luxury products – including Madagascan vanilla and over 30g of real Belgian chocolate per bottle – the unashamed indulgence of Baileys Chocolat Luxe is a breakthrough in drinks alchemy and is in direct correlation to the brand’s original innovation over 37 years ago by Wilson’s father.

Baileys Chocolat Luxe is available exclusively at Harvey Nichols from 12th August and available nationwide from October, retailing at £16.99 for 50cl.

Original source: Company Release

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: Product launches, Spirits

Companies: Diageo, Nichols

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