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Cognac-based Baileys XC launches in duty-free

Diageo Global Travel Retail has launched a new premium liqueur that combines cognac with the fine spirit and cream of Baileys. Baileys XC is exclusive to travel retail and will exclusive to Gebr. Heinemann until May 31.

Baileys XC heralds an innovation in drinks alchemy, the company says. The XC stands for ‘exceptional cream’ in this luxury blend. The liquid is smooth and indulgent, offering a new taste experience for the liqueur category. Recognising the popularity of Cognac as a luxury spirit in travel retail, Baileys XC gives travellers a new premium product which cannot be purchased elsewhere.

Baileys XC will be launched across all key travel retail markets from June 2016, following the exclusivity period with Gebr. Heinemann. Pop-up retail experiences, retail furniture and display units, featuring chic Parisienne styling have been designed to allure shoppers into the sophisticated world of Baileys XC. These activations will be rolled out across key airports as part of the launch activity.

Peter Fairbrother, global marketing director of Diageo GTME comments: “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.” 

The bottle features an intricate holographic label to enhance it as gift purchase. RRSP £15.00/€16.00/$22.50 for a 50cl bottle 17ABV%

Baileys is the world’s first Irish cream liqueur, a unique blend of smooth Irish cream with quality spirits and whiskey. It’s the number one liqueur brand in the world, with over 70 million bottles sold across 150 countries each year. 

15 April 2016 - Felicity Murray The Drinks Report, editor