Diageo Global Travel and Middle East (GTME) has lauched the new Irish cream liqueur in Baileys portfolio – Baileys Gold - exclusively in travel retail.
The 70cl bottle is packaged in stylish gold and black-themed packaging. Baileys Gold shares the same abv level (17%) as the rest of the Baileys family and the recommended retail price point is €29.99.
Diageo GTME Managing Director Phil Humphreys said Baileys has a major role to play in growing the size of the liquor category.
“Baileys is a fabulous brand with a very large consumer base across the globe, so the introduction of a premium Baileys variant clearly has huge potential to drive further growth and value,” he said.
Baileys Gold will enter the duty-free channel through the partnership with Gebr Heinemann and Autogrill. Trial sales began from 1 June at a number of leading airports across Germany as well as at Oslo and Copenhagen airports.
