Traditionally the star at Christmas, Baileys has evolved far beyond its seasonal roots over its 50-year history, expanding and elevating the concept of the treat occasion to new heights. And it’s paying off: the brand has doubled its business over the past decade, with a CAGR of 9.4% over last five years [CAGR], and achieved a 23% increase in sales outside of Christmas last year [Nielsen].
We caught up with Diageo GB’s category marketing director Charlie Gibbon, and James Halliday, commercial director for take-home at Diageo GB, to learn more about how the brand has transformed to become a year-round indulgence in the broader treating space. This, they say, is helping retailers to harness the reputation of the Baileys brand, boosting sales within the alcohol aisle and across different categories through licensed products.
Watch the video to get a sneak peek into the brand’s upcoming innovations, as well as plans to continue capitalising on the ‘treat coffee’ occasion. With approximately 8.4 billion treat coffees consumed in the UK each year [Evidenza], it’s a lucrative opportunity.
