In an effort to appeal to female travelers, Diageo GTME has created a new premium Baileys liqueur in a varient that combines cognac with fine spirit and cream from Baileys.
Presented in a lovely blue bottle designed to attract female travelers, the new Baileys XC is exclusive to travel retail and will be first available through Gebr. Heinemann, where it will be exclusive until May 31.
Baileys XC will then be launched across all key travel retail markets from June 2016.
Pop-up retail experiences, retail furniture and display units, featuring feminine Parisienne styling will be rolled out across key airports as part of the launch activity.
The name of the new Baileys is derived from the ‘Exceptional Cream’ liqueur showcased in this luxury blend, says the company.
“We are thrilled to bring our customers, and shoppers alike, this beautiful new travel retail exclusive from Baileys. 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,” says Peter Fairbrother, Global Marketing Director of Diageo GTME.
The bottle features an intricate holographic label and will retail at $22.50 (RRSP) for a 50cl bottle.