Diageo’s Baileys Pumpkin Spice

Diageo’s Baileys Pumpkin Spice

Diageo's Baileys Pumpkin Spice

Category - Spirits, liqueur, 17% abv

Available - Since 1 September

Location - The US and UK, in both the on- and off-premise

Price - In US, RRP of US$24.99 per 75cl bottle

Diageo has launched a limited edition pumpkin-and-cinnamon-flavoured extension of its Baileys liqueur brand in the US and UK. Baileys Pumpkin Spice will roll out across both markets from this month and will be available only until November.

The company is targeting the Halloween occasion with the expression.

In the UK, Baileys Pumpkin Spice will be backed by a "six-figure" marketing spend that will include social media activity and a sampling programme.

Earlier this year, Diageo launched Baileys XC, a Cognac-based brand extension, in the Global Travel Retail channel. The group is also working on a vegan version of Baileys, following the start of a trial for a gluten- and dairy-free variant of the liqueur.

Show the press release

Baileys, the world's number one selling liqueur brand[1], is introducing a new limited edition flavour to its portfolio – Baileys Pumpkin Spice. Only available for autumn (from 1st September until stocks last), the seasonal variant blends Baileys Original Irish Cream with the flavour of autumn spices such as cinnamon, cloves and nutmeg.
Seasonal events continue to grow and Halloween alone is worth GBP330m to retailers in Great Britain. Within this, there is an increasing consumer demand for food and drinks with seasonal flavourings and proving particularly popular is Pumpkin Spice, a spice mix used as a key ingredient in American style pumpkin pies. Baileys is tapping into these trends with its latest limited edition flavour, which has recently won a Gold Medal at the San Francisco World Spirits Competition.
Marina Thompson, Baileys Europe Brand Manager, comments: "We have created a seasonal twist on Baileys by combining the luxurious taste of Baileys Original Irish Cream with the flavour of autumnal spices.
"There's also a growing trend towards the coffee cocktail, presenting outlets with a huge opportunity to drive incremental sales and cash margin. The coffee category is currently in growth, with 70 million cups of coffee being drunk in the UK every day. Licensees can tap into this by serving a Baileys Pumpkin Spiced Latte."
The new product will be supported by a six-figure marketing investment which will focus on social media activity and strategic sampling across the UK.

Original source: Company Release