Baileys Pumpkin Spice makes autumn return
Baileys is bringing back the Pumpkin Spice version of its market-leading cream liqueur for the autumn.
The flavour made its first appearance last year and Diageo said it was being brought back because of popular demand.
The seasonal variation blends Baileys with the flavour of 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 category, driving its growth by 17%.
“These figures tell us that Baileys Pumpkin Spice was a hugely popular product among 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 will be supported by an ongoing six-figure marketing investment in the Baileys brand, which focuses on social media activity and sampling across the UK.
It will also be integrated into the sponsorship of TV show Made in Chelsea, which is part of a media campaign for the brand that includes digital and cinema activity.