Diageo rolls out new Baileys bottle

05 March, 2013

Diageo has repackaged its cream liqueur brand Baileys in a bottle with a “greater sense of femininity”.

The new bottle is taller with higher shoulders and it is to be rolled out across the world.

The bottle re-design follows the October 2012 launch of a global marketing campaign - The Cream With Spirit.

Garbhan O’Bric, Baileys global brand director said: “We have created a beautiful new bottle which is both modern and stylish, with a greater sense of femininity. Baileys is a brand that appeals specifically and uniquely to women, and through this redesign we embrace and celebrate that timeless appeal in a fresh and contemporary way”.

The bottle, which will launch globally from March 2013, makes use of the ‘Double B’ brand icon, a new label and new typography. It will also be used for the four flavours of Baileys - caramel, biscotti, coffee and hazelnut.





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David Williams

Modern wine packaging’s in the bag

Most studies suggest they're considerably better for the environment. They’re more convenient, too, if you want to keep your wine fresh for more than a couple of days.

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