This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.
News
Baileys launches redesigned bottle
The makers of Baileys Irish Cream have announced the launch of a new bottle that reflects the brand’s “modern, feminine sense of style.”
The new bottle is taller and the shoulders have been lifted which the makers hope will give it a “more elegant profile” and help to make more “impactful” on shop shelves.
The bottle is part of the brand’s re-launch and global marketing campaign, which was announced in October last year. The “Cream with spirit” campaign aims to “shine a light on women and celebrate the spirit of modern womanhood”.
Garbhan O’Bric, Baileys’ global brand director, said: “We have created a beautiful new bottle which is both modern and stylish, with a greater sense of femininity.
“Baileys is a brand that appeals specifically and uniquely to women, and through this re-design we embrace and celebrate that timeless appeal in a fresh and contemporary way.”
The new bottle, which launches this month, also features a new typography and a “fresh interpretation of the iconic label”.
Last year more than 82 million bottles of Baileys were sold and the new bottle will house four flavours of the cream liqueur – caramel, biscotti, coffee and hazelnut.
I think this brand manager is so far off the mark it isn’t funny. A couple of glaring problems and omissions that I see are:
– that selling it as a ‘cream with spirit’ goes against the entire health, calorie watching movement of today.
– The old label and bottle was iconic, a bottle change may be possible but not the label.
– they are missing the best selling point of this delicious drink, that it is decadent, and luscious over ice cream ie: varied uses.
– the last time I checked I was a guy, and yet I like Baileys. Are they forgoing 50% of the market to focus on the most obvious?
It looks like there’s some cost-cutting going on here:
How is this slimmer bottle shape supposed to be more feminine, or have more appeal for females?
OK, it might fit in the fridge, but so does any number of other shapes.
Now the silhouette of the Bailey’s bottle is the same as any other. This, I’m sure, only reduces its appeal; it’s starting to blend into the crowd, so there’ll eventually be less Bailey’s being purchased by the crowd!
We hate the new bottle because it is so tall that it does not fit onto most of our shelves. The old bottle is about 10.5″ high, the new bottle is about 13″ high.
simply too tall for the liquor cabinet…. time to find something else to drink.