Diageo is yet to reveal what plans are up its sleeve for Christmas, although it has pledged a £3m investment on top of the £21m spend on Baileys for the recently launched extension, Baileys Minis.
Steve Gannon, deputy commercial director at Diageo, says: "Last Christmas Baileys was by far the biggest spirit brand in the multiple grocers, and was close to 70% share of the creams category.
"Litres were incredibly popular last year, and with Baileys currently showing year-on-year growth of 23%, on top of 15% growth in each of the last three years, the brand is in a good position to have another strong Christmas."
Drambuie is also using its liqueur credentials to launch into the cream category. Drambuie Cream will be available in time for Christmas after two years of development.
Sales of the brand are expected to be boosted by a £2m advertising push behind Drambuie.
The Drinks Group has also extended its Country Satin range to include a Cookies & Cream variant. Priced keenly at £5.99 for a 70cl bottle, it is aimed at bringing younger consumers into the category.
Sainsbury director of wines Allan Cheesman is supportive of the investment and innovation in the category but is sceptical of how retailers are going to cash in. "Cream liqueurs are growing but there is only a limited amount of shelf space," he says.
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Steve Gannon, deputy commercial director at Diageo, says: "Last Christmas Baileys was by far the biggest spirit brand in the multiple grocers, and was close to 70% share of the creams category.
"Litres were incredibly popular last year, and with Baileys currently showing year-on-year growth of 23%, on top of 15% growth in each of the last three years, the brand is in a good position to have another strong Christmas."
Drambuie is also using its liqueur credentials to launch into the cream category. Drambuie Cream will be available in time for Christmas after two years of development.
Sales of the brand are expected to be boosted by a £2m advertising push behind Drambuie.
The Drinks Group has also extended its Country Satin range to include a Cookies & Cream variant. Priced keenly at £5.99 for a 70cl bottle, it is aimed at bringing younger consumers into the category.
Sainsbury director of wines Allan Cheesman is supportive of the investment and innovation in the category but is sceptical of how retailers are going to cash in. "Cream liqueurs are growing but there is only a limited amount of shelf space," he says.
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