Redesigned bottle enters Kenya’s market as brand raises the stake in
cream liqueur segment
Leading cream liqueur
Baileys has revealed a new-look bottle in the Kenyan market, launching a
slimmer, trendier bottle to replace its original packaging. With a longer neck
and higher shoulders, the new bottle takes a more feminine form but retains its
original content, in line with the Baileys tradition of providing quality Irish
Cream Liqueur to its consumers.
The bottle was launched at an exclusive event
in Nairobi, where its unveiling was a first for this market: a 3D projection
against Teleposta Towers in the Central Business District that ensured the
image of the new bottle was viewed widely across the city.
Baileys, which is an Irish whisky and cream-based
liqueur, remains a favourite of the sassy, sophisticated, African woman, and is
the world’s number one selling liqueur.
Speaking during the launch of the new-look bottle Kenya Breweries Limited
Managing Director Joe Muganda said the new bottle was launched in response to
the changing trends in the market, which have seen the rise of a highly
discerning middle class looking for more affinity and greater aesthetic
connection to their brand. This new extrinsic design by Baileys seeks to meet
this consumer taste in class.
“Today the African woman is very fashion-conscious, very aspirational,
very classy, and the new bottle was created to embrace and celebrate this
stylish, contemporary woman,” said Muganda. “For our brand to remain at the
edge we must keep pace with our consumer needs and preferences, while at the
same time retaining the tradition of the original Irish cream liqueur that has been
enjoyed since 1974.”
Kenya is the second African market after Nigeria to launch the new
bottle, proof of the priority placed on the brand by its trademark owner,
Diageo. Sold in over 160 markets worldwide Baileys enjoys its coveted position
of having the largest market share of any cream liqueur brand in the world. The
brand is also ranked as the world’s most powerful flavoured spirit and is the 7th
largest selling global premium spirit of any kind.
“We place a large emphasis on this market because we see the growth
potential here, and we understand what our consumers want,” said Caroline
Ndung’u, Kenya Breweries Limited Marketing Director. “We believe that Baileys
is not just a drink for ‘special occasions,’ but a drink that makes every
occasion special. It is a drink we share with family and friends, with those we
consider our V.I.Ps and a hallmark of the many things we celebrate each day.”
In additional to the
original Baileys flavour, other unique flavours that will be available in the
new bottle include: caramel, biscotti, coffee and hazelnut.
“The launch of this
redesigned bottle is a milestone signifying our belief in the necessity of
innovation, and we are very glad to be one of the first markets in Africa
unveiling this,” said Catherine Mathenge, Brand Manager for Baileys in Kenya.
“We look forward to continually providing consumers with the best cream liqueur
in the market and to sharing more memorable moments with Baileys and the women
we are celebrating tonight.”
Baileys is only sold to
persons over 18 years of age. EABL promotes responsible drinking.
