BAILEYS LAUNCHES LIMITED EDITION PUMPKIN SPICE FLAVOUR FOR AUTUMN

Baileys, the world’s number one selling liqueur brand[1], is introducing a new limited edition flavour to its portfolio – Baileys Pumpkin Spice. Only available for autumn (from 1st September until stocks last), the seasonal variant blends Baileys Original Irish Cream with the flavour of autumn spices such as cinnamon, cloves and nutmeg.

Seasonal events continue to grow and Halloween alone is worth £330m to retailers in Great Britain[2]. Within this, there is an increasing consumer demand for food and drinks with seasonal flavourings and proving particularly popular is Pumpkin Spice, a spice mix used as a key ingredient in American style pumpkin pies. Baileys is tapping into these trends with its latest limited edition flavour, which has recently won a Gold Medal at the San Francisco World Spirits Competition.

Marina Thompson, Baileys Europe Brand Manager, comments: “We have created a seasonal twist on Baileys by combining the luxurious taste of Baileys Original Irish Cream with the flavour of autumnal spices.

“There’s also a growing trend towards the coffee cocktail, presenting outlets with a huge opportunity to drive incremental sales and cash margin. The coffee category is currently in growth, with 70 million cups of coffee being drunk in the UK every day[3]. Licensees can tap into this by serving a Baileys Pumpkin Spiced Latte.”

The new product will be supported by a six-figure marketing investment which will focus on social media activity and strategic sampling across the UK.

To create a Baileys Pumpkin Spiced Latte visit www.Baileys.com

Tasting notes: sweet cinnamon and baking spices, buttery, maple, brown sugar, baked pie crust with additional hints of the sweet brown nuances of vanilla and coffee

[1] International Wine & Spirits Review, 2014

[2] http://www.thisismoney.co.uk/money/news/article-3286170/Halloween-overtakes-Valentine-s-Day-biggest-retail-event.html

[3] Mintel Coffee UK Report 2015