Baileys, the world’s number one selling liqueur brand (International Wine & Spirits Review, 2014), is relaunching its Pumpkin Spice sku this Autumn following its successful launch in 2016.
The seasonal variant blends Baileys Original Irish Cream liqueur with the flavour of autumnal spices; cinnamon, cloves and nutmeg.
Clare Patterson, Baileys Europe brand manager, said: “Last year, 40% of Baileys Pumpkin Spice Cream liqueur shoppers were incremental to the cream liqueurs category, driving its growth by 17% (Nielsen ScanTrack to w.e 25.03.17). These figures tell us that Baileys Pumpkin Spice Cream liqueur was a hugely popular product amongst consumers, giving retailers the opportunity to tap into the growing popularity of autumnal flavours, and we look forward to emulating this success in 2017.”
The relaunch of Baileys Pumpkin Spice Cream liqueur will be supported by the ongoing six-figure marketing investment in the Baileys brand, which focuses on social media activity and strategic sampling across the UK. It will also be integrated into the sponsorship of hit TV show Made in Chelsea, which is part of a wider reaching media campaign for the brand, including digital, cinema and online.
The 70cl bottles will have an RSP of £14.00 and will be sold in cases of six. It is available to the off trade now.