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Diageo launches Baileys XC Cognac hybrid

Diageo Global Travel and Middle East (GTME) has introduced Baileys XC, a blend of Cognac, “fine spirit” and cream, into the global travel retail channel in partnership with Gebr. Heinemann.

Diageo GMTE has released Baileys XC, a Baileys-Cognac hybrid
Diageo GMTE has released Baileys XC, a Baileys-Cognac hybrid

Baileys XC is described as an “innovation in drinks alchemy” and has been formulated to offer a “new taste experience” in the liqueur category.

“We are thrilled to bring our customers, and shoppers alike, this beautiful new travel retail exclusive from Baileys,” said Peter Fairbrother, global marketing director of Diageo GTME.

“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.”

Baileys XC is available exclusively through Gebr. Heinemann until 31 May. It will then be launched across all travel retail markets from June 2016.

Planned activations will include pop-up retail experiences, retail furniture and display units featuring “Parisienne styling”.

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

“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, Gebr. Heinemann purchasing director liquor, tobacco & confectionery, added: “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 Baileys XC bottle features a blue hued holographic label, designed with gifting in mind.

Baileys XC is available now priced at £15.00/€16.00/$22.50 (RRSP) for a 17% abv 50cl bottle.

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