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Diageo rolls out new Baileys bottle
Published:  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.