Diageo extends into Iced Coffee market with Baileys
Diageo has revealed bold NPD plans for Baileys, which will see the cream liqueur brand available in ready-to-drink cans for the first time.
The latest addition to the Baileys portfolio is Baileys Iced Coffee; two ready-to-drink 20cl variants in flavours of Latte and Mocha. The two are a fusion of Arabica and Robusta iced coffee with real milk, spirit and the taste of Baileys Irish Cream.
The iced coffee category has grown by 44% in the last two years, according to Diageo, with nearly half of all products in this sector purchased through the convenience channel. Double digit growth is projected by 2020 and Diageo said the new Baileys variants aim to help retailers take advantage of this growing sales opportunity.
Sam Salameh, Baileys Marketing Manager, Europe, said: “The popularity of coffee continues to grow, with over 18 billion cups consumed in GB each year. As we continue to see how successfully Baileys works alongside coffee, and in serves such as the popular Flat White Martini, we see the launch of the new Iced Coffee variants as a natural progression for the brand. The product will allow consumers to enjoy a mini moment of indulgence during casual get togethers with friends, both in and out of hoe, while offering a significant profit opportunity for retailers.”
Baileys Iced Coffee is also set to become the lead sponsor of hit TV show Made in Chelsea for the next three series, airing from 20 March. The new media sponsorship is part of a wider reaching media campaign for the brand, including digital, cinema and online.
The launch will be supported by a six-figure marketing investment, which will focus on digital, social media and sampling activity.
The 20cl cans will have an abv of 4% and will be priced at £1.90 each.