Baileys Birthday Cake Liqueur is Exclusively at Morrisons
Michael Hemsworth — June 19, 2024 — Lifestyle
References: baileys & grocerytrader
Baileys Birthday Cake liqueur has been created by the brand as a limited-edition product that's perfect for crafting creamy, dessert-like cocktails from the comfort of home. The product is making its debut exclusively at Morrisons in the UK to coincide with the grocery retailer's 125th anniversary and is positioned by the brand as being easy to serve to guests at a party. The libation feature the signature flavor of Baileys Original Irish Cream with the flavors of vanilla cake and buttercream frosting in the mix, which makes it great for parties, birthdays and virtually any other special occasion.
Director of Gins, Pimms, Baileys and Non-Alc at Diageo GB Charlotte Gibbon spoke on the Baileys Birthday Cake liqueur saying, "Baileys is the ultimate adult treat for celebratory moments both big and small, and Baileys Birthday Cake encapsulates the joy of celebrations, making every sip a moment to remember. We’re looking forward to being able to work with more of our retail partners, helping them to find exciting ways to celebrate milestones such as this, as well as creating more ways for people to celebrate with Baileys.”
Director of Gins, Pimms, Baileys and Non-Alc at Diageo GB Charlotte Gibbon spoke on the Baileys Birthday Cake liqueur saying, "Baileys is the ultimate adult treat for celebratory moments both big and small, and Baileys Birthday Cake encapsulates the joy of celebrations, making every sip a moment to remember. We’re looking forward to being able to work with more of our retail partners, helping them to find exciting ways to celebrate milestones such as this, as well as creating more ways for people to celebrate with Baileys.”
Trend Themes
1. Tailored Celebration Beverages - Limited-edition, occasion-specific liqueurs tap into the growing consumer demand for personalized celebration experiences.
2. Dessert-flavored Alcohol - Blending favorite dessert flavors with alcohol, such as birthday cake liqueurs, creates novel and enticing drink options for special occasions.
3. Exclusive Retail Partnerships - Brands partnering with specific retailers for exclusive product releases drive brand excitement and consumer traffic to those retail locations.
Industry Implications
1. Alcoholic Beverages - Expanding the range of flavors in alcoholic offerings presents opportunities for brands to stand out in a crowded market.
2. Retail Partnerships - Exclusive collaborations between brands and retailers can generate buzz and draw in customers seeking unique products.
3. Event Planning - Specialty liqueurs designed for celebrations can enhance event planning options, providing hosts with novel ways to delight guests.
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