Diageo launches travel retail exclusive Baileys XC Cognac

Diageo, in a partnership with Gebr Heinemann, has launched Baileys XC, a blend of cognac fine spirit cream into the global travel retail channel.

Baileys XC is claimed to offer a ‘new taste experience’ in the liqueur segment, reported The Spirits Business.

Until 31 May, the new drink will be exclusively available at Gebr Heinemann, and later in June it will be launched in all travel retail markets.

Diageo GTME global marketing director Peter Fairbrother was quoted by The Spirits Business as saying: "We are thrilled to bring our customers, and shoppers alike, this beautiful new travel retail exclusive from Baileys. We know that a huge opportunity exists within travel retail, and that is to further capture the attention of female shoppers within the spirits category.

"We also know that Baileys consistently performs well with our female shoppers and therefore the launch of Baileys XC comes at a perfect time for the brand. Baileys XC is a liqueur of the highest quality, and its exclusivity to the channel confirms the importance of travel retail in the premium spirits market."

Fairbrother continued: "We are also pleased to be working with our partners at Gebr. Heinemann to bring the product exclusively to its shoppers first at launch.

"In Gebr Heinemann we have a partner who recognises and shares our passion for bringing unique products and engaging experiences to global travellers.Therefore, working closely with this team, we’re confident in the successful launch of this great new product."

The bottle comes with a blue hued holographic label.

Gebr Heinemann purchasing director for liquor, tobacco & confectionery Rüdiger Stelkens was quoted by The Spirits Business as saying: "We are delighted to be the first partner to launch Baileys XC in travel retail.

"We always strive to be first to offer our customers superior shopping experiences and premium, exclusive products. Our partnership with Diageo GTME has done just that with Baileys XC."