A NEW variant of Baileys cream liqueur has been described by parent company Diageo as “our biggest innovation in Western Europe this year”.
A blend of Irish whiskey and Belgian chocolate, Baileys Chocolat Luxe is being rolled out across the on and off-trades from this month. It joins Baileys’ Coffee, Hazelnut, Biscotti and Orange Truffle flavours and the Original variant.
The launch of Baileys Chocolat Luxe will be backed by a marketing campaign, including advertising and sampling activity. Point of sale kits will also be available.
Diageo aims to position the new variant as a “luxury offering” aimed primarily at female consumers.
Kerry Owens, category director for Baileys at Diageo Western Europe, said: “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.
“The Baileys Chocolat Luxe sub-brand is our biggest innovation in Western Europe this year and we have invested heavily in its launch.”