Discover your next big idea at PACK EXPO Las Vegas this September
Experience a breakthrough in packaging & processing and transform your business with solutions from 2,300 suppliers spanning all industries.
REGISTER NOW & SAVE

Spirited redesign for Baileys

Why mess with success? Diageo’s popular Baileys Irish Cream receives a dramatic new consumer-driven look.

Old design
Old design

It seems Irish eyes have long been smiling—managers of Diageo plc’s Baileys Irish Cream have had an enviable franchise for the following reasons:

1. Globally, Baileys has been the most successful new spirits entry in the last 30 years.

2. The brand has had double-digit growth in the United States the past three years.

3. Baileys is the No. 1 cordial in the world, supplanting Westport, CT-based Allied Domecq Spirits USA’s Kahlúa in January 2004.

Yet, it was decided that the current design, the fifth redesign since the launch of the brand in 1974, was much needed.

For one thing, a number of products had since entered the Irish cream category with designs that tended to mimic Baileys packaging. Thus, by default, Baileys had became another “me too” in the category.

“It needed to be contemporary, engaging, and stand out on the shelf,” explained Diageo brand director Barry Sheridan, speaking at the Market Research for Package Design conference. Sponsored by the Institute for International Research, the conference was held last fall. “However, we needed to maintain the brand’s authenticity, heritage, and quality.”

Is your palletizing solution leaving money on the floor?
Discover which palletizing technology—robotic, conventional, or hybrid—will maximize your packaging line efficiency while minimizing long-term costs in this comprehensive analysis.
Read More
Is your palletizing solution leaving money on the floor?
Annual Outlook Report: Sustainability
The road ahead for CPGs in 2025 and beyond—<i>Packaging World</i> editors review key findings from a survey of 88 brand owners, CPG, and FMCG readers.
Download Now
Annual Outlook Report: Sustainability