Baileys gets a Belgium flavour

Diageo has just launched a new premium subbrand, to its best selling cream liqueur Baileys, called Baileys Chocolat Luxe which has been created using real Belgian chocolate blended with Irish whisky. The new liqueur will be in distribution from September with the launch being supported by a £5.5m UK marketing campaign that includes TV advertising.
Kerry Owens, Category Director for Baileys Diageo Western Europe, said, “Baileys was the first brand to fuse whisky and cream. With Baileys Chocolat Luxe, we’re proud to say that we’ve achieved another breakthrough in spirits innovation – the first time real Belgian chocolate has been fused with alcohol to deliver a real Belgian chocolate experience.” It has been developed by Anthony Wilson, the son of the man who led the team behind Baileys Original Irish Cream.
A new striking point of sale toolkit will be available for the on-trade.