Company: Reformed Spirits
RSP: £17
Market size: £213m
The competition: Baileys, Dooley's, Amarula

The consumer

I was really surprised to see that it was a clear liquid rather than the creamy look of Baileys. It tasted very similar to Baileys but had a less potent after-taste and I actually prefer it! I liked the packaging, it has a strong, stylish bottle and is probably more versatile than its rivals when it comes to cocktails as it won't curdle. I'd be happy to buy this over Baileys as it's more stylish and more of a surprise when serving it to guests. Four stars (out of five)
Nicola Waight, road safety officer, Portsmouth

The retailer
Triibe for the most part does a good job. The packaging looked premium and distinctive, although I would have liked more story to justify it being a 'Celtic Liqueur'. It looked unique in the glass with the slightly cloudy centre and water white rim and, being lactose-free, has a strong USP. The taste was surprisingly good with chocolate and vanilla flavours. The letdown for me is the £17 price. I think this will prove prohibitive. Three stars
Henry Moran, trading manager, Musgrave Retail Partners

The Grocer
This will have a tough time competing against Baileys. It tastes similar and manages to be creamy despite being lactose-free, but the fact it is a clear liquid is confusing. However, it has a smooth taste and is easy to drink. The bold shape and colour of the bottle make it stand out, but the double I in the name is a bit naff. I'm sure it will have a broader appeal than just to the lactose-intolerant, as long as it can communicate what it is. Three stars
Chloe Smith, senior reporter