THERE’S a new feather in the cap of the UK’s leading cream liqueur seller, Baileys who have launched a drink using real Belgian chocolate.
Baileys Chocolat Luxe blends the specially made chocolate with Irish whiskey and is being supported by a £5.5million UK marketing campaign.
The innovation is the first time real Belgian chocolate has been fused with alcohol to deliver a real Belgian chocolate experience.
And there is a great linear to the Bailey’s story with the new innovation, with Anthony Wilson, the son of the man who led the team behind Baileys Original Irish Cream, sourcing the chocolate for and driving forward the new drink.
The television campaign for this launched on October 7 and brand managers, Diageo believe it can drive significant value into the UK spirits category.
Category director for Baileys Diageo Western Europe, Kerry Owens said the company were “proud of another breakthrough in spirits innovation”.
She added, “The Baileys Chocolat Luxe sub-brand is our biggest innovation in Western Europe this year and we have invested heavily in its launch. Its creator, Anthony Wilson, the son of the man who led the team behind Baileys Original Irish Cream, spent years experimenting with the finest ingredients, before he found the perfect formula.
“So it’s no surprise that consumers love the decadent taste of Baileys Chocolat Luxe.”