Diageo has unveiled a new Baileys format which it hopes will turn the cream liqueur brand into a year-round favourite.
Baileys Glide will be available in the off-trade from next month backed by a £6m launch spend including TV and press ads.
The 4% abv drink combines the Irish cream liqueur with vanilla for a “longer, lighter experience” which should be consumed chilled in a glass or directly from its 200ml bottle.
The range extension is intended to move Baileys out of its positioning as a drink for special occasions, although Diageo insists the newcomer should not be classified as an RTD. It claims Glide has more in common with cream liqueurs. Glide’s senior innovation manager, Chris Stagg, said the launch was aimed at a different drinking occasion.
“Some consumers have said they find Baileys a bit rich and too short a drink. Glide is aimed at women getting together with friends and having a gossip. It’s not about drinking a lot of these on a night which is one reason why it’s not an RTD.”
Retailers including Sainsbury and Asda have endorsed Diageo’s positioning of the brand by agreeing to merchandise it in the main spirits fixture rather than alongside RTDs. Rsp is £1.59 for a single bottle or £5.99 for a four-pack.
Baileys Glide will be available in the off-trade from next month backed by a £6m launch spend including TV and press ads.
The 4% abv drink combines the Irish cream liqueur with vanilla for a “longer, lighter experience” which should be consumed chilled in a glass or directly from its 200ml bottle.
The range extension is intended to move Baileys out of its positioning as a drink for special occasions, although Diageo insists the newcomer should not be classified as an RTD. It claims Glide has more in common with cream liqueurs. Glide’s senior innovation manager, Chris Stagg, said the launch was aimed at a different drinking occasion.
“Some consumers have said they find Baileys a bit rich and too short a drink. Glide is aimed at women getting together with friends and having a gossip. It’s not about drinking a lot of these on a night which is one reason why it’s not an RTD.”
Retailers including Sainsbury and Asda have endorsed Diageo’s positioning of the brand by agreeing to merchandise it in the main spirits fixture rather than alongside RTDs. Rsp is £1.59 for a single bottle or £5.99 for a four-pack.
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