Diageo Global Travel and Middle East is trialling the latest addition to the Baileys portfolio – Baileys Gold – exclusively in travel retail.

The new premium offering is housed in what is described as “elegant contemporary packaging”, and is said to include “a new, luxurious silky smooth Baileys taste experience”.

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.

“Our strategy is to increase retail value on Baileys and the liquor category through driving additional purchase and consumption occasions on the brand. Over the past three years, Diageo has continually broadened the occasionality for Baileys, introducing three flavour variants, thus developing the ‘any day of the year’ appeal of the Baileys brand. With Baileys Gold, however, we are emphasising the luxurious indulgence of the drink for special moments, addressing the opportunity for Baileys Gold as a treat and gifting option, particularly among female shoppers.”

Diageo said that travel retail offers an ideal environment for testing the new variant. Baileys Gold will enter the channel through a trial carried out in close partnership with Gebr Heinemann and Autogrill.

Heinemann began the test from 1 June at a number of leading airports across Germany as well as at Oslo and Copenhagen airports. A selection of Autogrill’s UK locations, including Heathrow and Gatwick, will join the test in August. The full test market will run until the end of the year.

Tags | asia, diageo, duty free, middle east, spirits