Launching in 200ml cans, the two new ready-to-drink variants, Latte and Mocha, are a fusion of Arabica and Robusta iced coffee with real milk, fine spirit and Baileys Irish Cream.
Sam Salameh, Baileys marketing manager, Europe, said: “The popularity of coffee continues to grow, with over 18 billion cups consumed in GB each year. As we continue to see how successfully Baileys works alongside coffee, and in serves such as the popular Flat White Martini, we see the launch of the new Iced Coffee variants as a natural progression for the brand.
“The product will allow consumers to enjoy a mini moment of indulgence during casual get togethers with friends, both in and out of home, whilst offering a significant profit opportunity for retailers.”
Baileys Iced Coffee is also set to become the lead sponsor of TV show Made in Chelsea for the next three series, airing from the 20th March. This new media sponsorship is part of a wider reaching media campaign for the brand, including digital, cinema and online, to drive discoverability of the new launch across GB.
The new product will be supported by a six-figure marketing investment which will focus on digital and social media activity as well as strategic sampling across the UK. The 200ml cans for both the Latte and Mocha variant will have an ABV of 4%, an RSP of £1.90 and will be sold in cases of 12.