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LIQUEURS
the international high strength
liqueur market.
As for Carolan’s, internationally it
is the number two cream liqueur to
the Diageo-owned Baileys – albeit
a long way behind – but then
Baileys is an almost unparalleled
success story, both in terms of the
pioneering concept of a cream,
and its year-on-year growth. It
ended last year on 7.7 million
cases – an increase of 8.5% on
2006, making it the seventh
largest spirit in the world, and the
10th most powerful spirit brand.
This tremendous dominance is
all the more remarkable
considering that range extensions,
hint of mint chocolate and hint of
crème caramel, were only
launched in 2005 – well over 20
years since the brand made its
debut. A third, hint of coffee, is
currently being trialled in BAA
travel retail outlets.
Sustained and heavyweight
marketing is a hallmark of Baileys
activity; only last year a record
the liqueur’s traditional usage as advertising. In addition, special promotion was launched under the
well as its appeal as a fashionable campaigns are in place to “Baileys Million Moments of
and versatile cocktail ingredient. “motivate and train” bartenders to Pleasure banner”, targeting 5
“Globally the liqueur market is promote the brand, all of which is million consumers in Spain, the
very steady, with a 1.4% increase helped along by a local UK, Italy, Germany and Russian
last year,” says the company’s ambassador which generates markets with the opportunity to win
Nora McNulty. “Frangelico has “extensive” PR coverage. upmarket in-home gadgetry like
easily outperformed the market
DIAGEO ENSURES
Along with “extensive tastings” coffee machines and icemakers.
growth, and a lot of this is down to
BAILEYS’
TV advertising is used in Spain, in a Most recently, Baileys was
using the cocktail. This varies campaign that is designed to give launched into India, and with a
according to the market, but in the STRANGLEHOLD ON the brand a modern image and in price tag of US$45.10 it is firmly
US the mixed drink is very
THE CREAM
the US, where it is imported by positioned as a “society symbol”.
important.” William Grant. The chosen media Diageo has also announced an
Frangelico is now distributed in
LIQUEUR MARKET
mix is cable TV and print media. evolutionary move on the
over 90 markets and is the world’s
REMAINS INTACT –
Clearly Frangelico is the flagship packaging front, and is introducing
number two Italian liqueur, liqueur in the C&C International a new bottle and outer casing
currently selling 300,000 cases
BUT ONE THING
camp, but the company also design for the Baileys trio. While
internationally. Its prime stamping boasts the Irish whiskey liqueur the latest label underlines the
grounds are the US, Spain and
THE
Irish Mist and Carolan’s. heritage it also better differentiates
Canada. In terms of development,
MULTINATIONAL
Irish Mist’s stronghold is the US, the three flavours – making it
though, Australia and South Africa which now accounts for over half easier for both retailer and
are showing “exceptional growth”. CANNOT CONTROL the brand’s annual volume, over consumer – and at the same time
Indeed Frangelico is turning in
IS CHANGING
500,000 bottles, followed by underlines Baileys as the “original”
“double digit growth” in Australia, Canada, Germany and global duty Irish cream liqueur.
where the brand has been built
CONSUMER TASTES
free. In all it is available in over 80 Overall Diageo continues to
using both TV and print countries and has a 2% share of ensure that the stranglehold
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