The world’s largest liqueur brand Baileys Original Irish Cream has added a second brand extension to its range called Baileys Glide, which will be launched in September in the UK.
The move follows the already successful roll out of Baileys Minis last year, by owner Diageo.
Baileys Glide is a longer and lighter version of the original brand and is aimed at further de-seasonalising a drink that traditionally relies heavily on the Christmas period.
Baileys Glide will be supported by a £6m launch marketing campaign in addition to the £30m Baileys marketing plan for 2003/2004. As part of the launch campaign, a heavyweight outdoor and press campaign for Glide will be introduced in September.
Chris Stagg, senior innovation manager for Baileys Glide said: “Over the last few years, sales of Baileys Original Irish Cream have increased strongly as consumption of the brand is moving away from Christmas and special occasions. The successful launch of Baileys Minis has demonstrated how innovation can further drive that move into more everyday occasions.
“Consumer research has identified that there is an opportunity to extend Baileys Original Irish Cream further into social occasions by developing a longer, lighter alternative. To maximise this opportunity, we have developed Baileys Glide – the delicious taste of Baileys Original Irish Cream and vanilla, blended for a longer, lighter experience. The product is in a 200ml bottle and has an ABV of 4%.”
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Baileys Glide will be on the shelves of supermarkets, off licences and convenience stores from September 1st. RRSPs are £1.59 for singles and £5.99 for a 4-pack.
