Baileys to add drinks mixer in Moulinex tie

Baileys, the Irish cream liqueur, is launching a drinks mixer in its first move into consumer goods.

The Diageo-owned brand has linked up with Moulinex to manufacturer the blenders as part of a promotional drive called 'Baileys blended'.

Consumers will be encouraged to drink Baileys in different ways, such as blended with ice and coffee as a longer drink. Bottles will carry a back-label booklet explaining how Baileys can be mixed with other ingredients.

Priced £39.99, the blender will be sold in retailers including Asda and Comet.

Diageo is investing £5m in the brand ahead of the crucial Christmas period, a 30% increase in marketing spend on last year.

It is also introducing a Christmas pack of Baileys mini crackers, which will come in packs of six and be priced £9.99.

Each cracker will contain a bottle of Baileys Minis, a Christmas hat and a recipe card listing different ways to drink the liqueur.

Baileys is Britain's most popular take-home spirit brand, with sales 66% higher than any of its rivals. It is the second-biggest alcoholic brand by value, according to ACNielsen.

Last year, Baileys' sales volumes grew 54% in the eight weeks before Christmas.


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