BAILEYS REVAMPS ITS LOOK WITH A NEW, STYLISH BOTTLE

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.