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.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers