The world’s top 10 spirit brands12th June, 2013 by Lucy Shaw
Volume 2011: 6.8 million 9l cases
Volume 2012: 6.5 million 9l cases
Change 11-12: -4.4%
2012 ranking: 9
The popular Irish cream liqueur brand, founded by Gilbey’s of Ireland in 1974, was the first of its kind on the market.
Having introduced mint chocolate and crème caramel flavours in 2005, in 2008 the brand launched a coffee-flavoured variant and most recently a hazelnut and biscotti flavour, along with a limited edition run of orange truffle last Christmas, which went on sale in the UK and Australia for just three months between October 2012 and January 2013, having been specifically designed with the “discerning female shopper” in mind.
Last October, Baileys launched its biggest ever global advertising campaign in an attempt to inject fresh energy into the brand and attract young female consumers into the cream liqueur category. Running with the: “Cream with Spirit” slogan, the ad campaign was choreographed by Michael Rooney, the man behind Fat Boy Slim’s memorable “Praise You” video.
To back up the campaign, this March, Baileys revealed a new slimline, jet-black bottle design with a revamped, more feminine “B” logo.
Brand owner: Diageo
Address: Lakeside Drive, London NW10 7HQ, UK
Tel: +44 (0)20 8978 6000
Brand director: Philip Almond
PR: Diageo press office +44 (0)20 8978 2749
Product range: Baileys Original, Hazelnut, Mint, Chocolate, Crème Caramel, Coffee, Orange Truffle