Bacardi-Martini is launching its own cream liqueur to take on arch rival Diageo’s market-leading Baileys.
The closely guarded innovation, plans for which were first revealed in The Grocer earlier this year (January 17 p 50), will be a blend of fruits and cream.
The premixed spirit, yet to be named, will target women aged 25 to 45 and, like Baileys, is aimed at evening drinking occasions. Chris Jones, senior trade marketing manager for Bacardi-Martini, said: “We are developing a unique product that blends exotic fruit and cream. We may look to test market this product in Northern Ireland, which will create a new drinks category.”
Selected buyers at the leading multiple grocers have been brought in to help develop the product and advise on areas such as packaging to ensure that any future launch would be a success.