Liqueur Brand Champion 2016

Liqueur Brand Champion 2016: Baileys

Baileys is finally back in growth after a disappointing few years

After a disappointing few years, Diageo’s Baileys Irish cream is finally back in growth. Indeed, it is the only brand in the million case-selling liqueurs club that reported any gains in 2015, allowing Baileys to easily swipe our Liqueur Brand Champion accolade.

“The last two years have been very important for Baileys, with an ambitious global re-launch, including iconic communications, stylish new packaging and retail design which continues to roll out worldwide,” claims Rosalind Healy, global consumer marketing director for Baileys.

This year, the brand will focus on “rebooting” its innovation strategy in developed markets to take advantage of “impulse treat” occasions and will aim to make itself “culturally relevant” to women in emerging regions.

Meanwhile, Stock Spirits-owned Lubelska’s terminal decline continued unabated last year and Pernod Ricard’s Kahlúa brand hit its lowest volumes since 2010.

Scroll to the bottom of the page to see the rest of our Brand Champions 2016