Blog: Andy MortonBaileys and the "bellwether of naffness"

Andy Morton | 18 November 2015

Companies are very protective of their brand image. So it is refreshing to hear Diageo's Garbhan O’Bric, the global brand director for Baileys, speak the unvarnished truth when talking about the liqueur's recent past.

“We’d gone from being a brand of relevant modernity to being the bellwether of naffness,” O’Bric told Drum magazine in an interview published this week.

Baileys is apparently surfing a new wave of popularity thanks to consumers' preference to drink it with coffee in Mexico and the US. Perhaps that is why O’Bric feels able to speak his mind.

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