Spooky! Diageo launches Bailey’s Halloween variant with six-figure marketing spend

Baileys, the world’s number one selling liqueur, is introducing a new limited edition flavour to its portfolio – Baileys Pumpkin Spice. Only available for autumn (from now until stocks last), the seasonal variant blends Baileys Original Irish Cream with the flavour of autumn spices such as cinnamon, cloves and nutmeg.

Brand owner Diageo says seasonal events continue to grow and Halloween alone is worth £330m to retailers in the UK.

“Within this, there is an increasing consumer demand for food and drinks with seasonal flavourings and proving particularly popular is Pumpkin Spice, a spice mix used as a key ingredient in American style pumpkin pies,” said a Diageo spokesperson. “Baileys is tapping into these trends with its latest limited edition flavour, which has recently won a Gold Medal at the San Francisco World Spirits Competition.”

The new variant will feature an autumnal wrap design to help drive retail visibility. The 70cl bottles will have an RSP of £14.99 and will be sold in cases of six.

Marina Thompson, Baileys Europe brand manager, commented: “We have created a seasonal twist on Baileys by combining the luxurious taste of Baileys Original Irish Cream with the flavours of autumnal spices, set to appeal to those consumers who are already familiar with Pumpkin Spice lattes and all those who are yet to discover the delights. It provides the off-trade with the opportunity to take advantage of the changing seasons and maximise profits, especially when activating around seasonal events such as Halloween.”

The new product will be supported by a six-figure marketing investment which will focus on social media activity and strategic sampling across the UK.

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