Diageo tests new Baileys flavour in the UK

Nicole Mezzasalma

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The new product will be available exclusively in World Duty Free stores from February 27 for a month

Liquor supplier Diageo has announced the test launch of a new Baileys flavour. Baileys with a hint of Coffee will be available exclusively in World Duty Free (WDF) stores from February 27 for a month. It will then be rolled out from April to Alpha Airports Group and The Nuance Group outlets in the UK.

Diageo global travel and Middle East marketing director Nick Robinson said: “Following the successful launch of Baileys with a hint of Mint Chocolate and Baileys with a hint of Crème Caramel in 2006, we’re confident consumers will respond positively to this innovative addition to the range. We’ve chosen to test the new flavour in the travel-retail sector as the brand has consistently performed well here and it offers a broad consumer profile to test against. We’ll be supporting the test within WDF, Alpha and Nuance UK stores with high-impact visual displays along with a heavyweight sampling programme to drive the trial and generate some real excitement around the new flavour.”