Fridge-friendly bottle for Baileys

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Diageo has redesigned the Baileys bottle to make it slim enough to fit inside a fridge door.

 

The new look bottle is part of a global Baileys relaunch, with its “cream with spirit” campaign supported by a £1m marketing investment.

 

The bottle, available from this month, has been heightened and slim-lined to “give it a more stylish and elegant profile,” a Diageo spokeswoman said.

 

“The new feminine shape also allows it to conveniently fit inside a fridge door, increasing the brand’s relevance to the modern woman’s lifestyle.”

 

The bottle was designed by brand consultancy Lewis Moberly.

 

Chris Lock, category marketing director, said: “It is vital that we continue to drive and shape the cream liqueur category with exciting news and innovation. The bottle relaunch offers both - giving existing and new Baileys shoppers an extra reason to purchase.”

 

A new point of sale kit is available for the off trade.

 

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