Baileys launches redesigned bottle

The makers of Baileys Irish Cream have announced the launch of a new bottle that reflects the brand’s “modern, feminine sense of style.”

The new bottle is taller and the shoulders have been lifted which the makers hope will give it a “more elegant profile” and help to make more “impactful” on shop shelves.

The bottle is part of the brand’s re-launch and global marketing campaign, which was announced in October last year. The “Cream with spirit” campaign aims to “shine a light on women and celebrate the spirit of modern womanhood”.

Garbhan O’Bric, Baileys’ global brand director, said: “We have created a beautiful new bottle which is both modern and stylish, with a greater sense of femininity.

“Baileys is a brand that appeals specifically and uniquely to women, and through this re-design we embrace and celebrate that timeless appeal in a fresh and contemporary way.”

The new bottle, which launches this month, also features a new typography and a “fresh interpretation of the iconic label”.

Last year more than 82 million bottles of Baileys were sold and the new bottle will house four flavours of the cream liqueur – caramel, biscotti, coffee and hazelnut.