During a press briefing at the IAADFS Duty Free of the Americas in Orlando today, Diageo revealed that Baileys has launched a brand new premium liqueur which combines Cognac and cream for the first time.

 

Baileys XC, which is exclusive to travel retail and will be available exclusively through Gebr. Heinemann until 31^st May, has been hailed as the most important launch for the brand in recent years.

 

“Baileys XC heralds an innovation in drinks alchemy, pairing Cognac, a spirit of unquestionable quality, with fine spirit and cream from Baileys,” says Diageo. “Its name is derived from the ‘Exceptional Cream’ liqueur showcased in this luxury blend.”

 

Baileys XC will be launched across all key travel retail markets from June 2016, following the exclusivity with Gebr. Heinemann. Pop-up retail animations, retail furniture and display units – featuring ‘chic Parisienne styling’ – have been designed to ‘allure shoppers into the sophisticated world of Baileys XC’.

 

These activations will be rolled out across key airports as part of the launch activity.

 

 

ATTRACTING THE FEMALE CONSUMER

Peter Fairbrother, Global Marketing Director of Diageo Global Travel and Middle East, said: “We are thrilled to bring our customers, and shoppers alike, this beautiful new travel retail exclusive from Baileys.

 

“We know that a huge opportunity exists within travel retail – and that is to further capture the attention of female shoppers within the spirits category.

 

“We also know that Baileys consistently performs well with our female shoppers and therefore the launch of Baileys XC comes at a perfect time for the brand. Baileys XC is a liqueur of the highest quality, and its exclusivity to the channel confirms the importance of travel retail in the premium spirits market.”

 

He continued: “We are also pleased to be working with our partners at Gebr. Heinemann to bring the product exclusively to its shoppers first at launch.

 

HEINEMANN FIRST

“In Gebr. Heinemann we have a partner who recognises and shares our passion for bringing unique products and engaging experiences to global travellers. Therefore, working closely with this team, we’re confident in the successful launch of this great new product.”

 

Rüdiger Stelkens, Purchasing Director Liquor, Tobacco & Confectionery at Gebr. Heinemann said: “We are delighted to be the first partner to launch Baileys XC in travel retail. We always strive to be first to offer our customers superior shopping experiences and premium, exclusive products. Our partnership with Diageo GTME has done just that with Baileys XC.”

 

The RRP for Baileys XC is £15.00/€16.00/$22.50 for a 50cl bottle. It is available in select travel retail stores from today.