A growing demand for premium dessert liqueurs has spurred the launch of Baileys Chocolat Luxe, a fusion of Belgian chocolate, Irish whiskey and cream, according to Diageo Australia.
Baileys Chocolat Luxe was created by Anthony Wilson, son of the principal scientist behind Baileys Original Irish Cream, and was three years in development, Adam Ballesty, Diageo Australia's marketing director, said.
“Baileys has a tremendous and loyal user base, and this innovative new offering will not only excite them but will also introduce a whole new consumer to this incredible brand,” Ballesty said.
“The launch is supported by significant investment in sampling, which will be key to creating trial and purchase, as well as above the line advertising, PR and in-store promotion.”
Baileys Chocolat Luxe will hit Australian shelves from 31 March, just in time for Easter, at a recommended retail price of $32.99 for 500ml, and it will be sold on and off-premise nationwide.
