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Diageo's most innovative product for a decade

Diageo has today announced the launch of “one of its most innovative products for a decade”– Baileys Chocolat Luxe.

The brand claims that this is first time that real Belgian chocolate has been fused with alcohol in a way that delivers the multi-sensory experience of chocolate in a glass.
Created by Anthony Wilson, principal scientist and son of one of Baileys Original Irish Cream’s creators Steve Wilson, this latest innovation in drinks alchemy has been three years in the making. Travelling across three continents, Wilson was able to realise his vision that Baileys and real Belgian chocolate would be the perfect pairing.
The result is a unique drinking experience that brings together two favourite indulgences, Baileys and chocolate. 
Working with a world-class chocolatier and his team of leading scientists, Wilson tasted over 200 varieties of the world’s finest chocolate – eventually choosing to create a bespoke chocolate that would complement the drink.
It was the smallest of changes that provided the momentous breakthrough after 839 failed attempts. Lowering the alcohol content by just 1.3%, the flavour of the whiskey finally complemented, rather than overpowered the sweet, smoky essence of the chocolate. 
Anthony Wilson said of his creation: “The philosophy behind developing Baileys Chocolat Luxe was to create an ambient molten chocolate experience – something that you could pour and drink at room temperature that would have the multi-sensory experience of eating chocolate. This is combining two ingredients that were always destined to be together; finally becoming a reality.

“Baileys was the first liqueur to fuse whiskey and cream, and now Baileys Chocolat Luxe heralds a groundbreaking innovation in chocolate – the first time real Belgian chocolate has been fused with alcohol to deliver a real Belgian chocolate experience. I am proud to be the one to say I helped make this happen and that the family legacy with Baileys continues with a brand new innovative product.”
Food architect Sam Bompas has put his stamp of approval on the product by saying: “This is a huge moment for chocolate, people have tried before but the problem is chocolate is solid, turning that into a drink is far from easy. What Diageo has created with Baileys Chocolat Luxe is not only a great tasting drink; it is a real quality chocolate experience.”

Combining luxury products – including Madagascan vanilla and over 30g of real Belgian chocolate per bottle – the unashamed indulgence of Baileys Chocolat Luxe is a breakthrough in drinks alchemy and is in direct correlation to the brand’s original innovation over 37 years ago by Wilson’s father.

Baileys Chocolat Luxe is available exclusively at Harvey Nichols, London, from 12th August and available nationwide from October, retailing at £16.99 for 50cl.

The launch will be supported by a £5.5million UK marketing campaign that includes TV advertising from 7th October, sampling and in-store activation.

Baileys Chocolat Luxe is a luxury offering from Baileys that aims to increase penetration of female consumers, as well as encouraging trade up from mainstream liqueurs including Baileys Original.

A new striking point of sale toolkit will be available for the on and off-trade. For further information about stocking Baileys Chocolat Luxe or POS, retailers and operators can contact

12 August 2013 - Felicity Murray