The recently renamed travel retail arm of drinks giant Diageo – Diageo Global Travel – has launched BAILEYS XC a duty free exclusive in a 50cl presentation, which it describes as an ’exciting, new, premium product’.

 

The new line apparently combines cream, Cognac and fine spirit, with the name ‘XC’ taken from the words ’Exceptional Cream’, which the company rather imaginatively likens to ’an innovation in drinks alchemy’.

 

 

The company says that this apparently brings together ‘cream, Cognac and fine spirit of unquestionable quality’ into a smooth, indulgent flavour and a new taste experience for liqueur lovers in a new product which is not available anywhere else.

 

Commenting, Peter Fairbrother, Global Marketing Director of Diageo Global Travel, said, “We are thrilled to bring shoppers in duty free this exclusive new product from BAILEYS. BAILEYS XC is a liqueur of the highest quality, showcasing premium ingredients and beautiful packaging and it tastes as good as it looks.

 

TARGET MARKET…

“We know that BAILEYS traditionally performs well with female shoppers and those looking [for] an escape from the ordinary, and we’re confident that this luxurious new product will appeal to new and existing BAILEYS customers.”

 

The product is presented in gold and blue, in a bottle which features an ‘eye-catching hologram effect’, according to the company – an impact the company hopes will appeal to consumers looking for something ‘unique and indulgent’.

 

The new product is only available from selected airports worldwide and retails at £15.00 ($19.79).