Baileys new packaging

Diageo is launching a new bottle and outer casing design for its Baileys Original Irish Cream Liqueur, Mint Chocolate and Crème Caramel range.

The new bottle is slightly taller yet retains the distinctive Baileys bottle shape, the company said today (29 May), while the label is designed to communicate "the heritage and authenticity" of Baileys Original Irish Cream through artwork featuring a contemporary execution of the Irish countryside.

"Our packaging is continually evolving and since the previous update to the Baileys Original Irish Cream bottle and label, we have seen the extremely successful launch of two new flavour variations, said Sharon Keith, Baileys global brand director. "We have taken the opportunity that this development presents to underpin Baileys Original Irish Cream's credentials as the original Irish cream liqueur, as well as to help consumers distinguish between Baileys Original and each of the flavours."

New flavour emblems, along with bolder artwork on the redesigned outer cases, are designed to help consumers distinguish more clearly between each variant.

"The bottle maintains the Baileys brand's classic and distinctive style that clearly communicates the brand's quality and authenticity in a contemporary way," Keith added.

The revamp follows the last re-design three years ago and will affect every Baileys' market globally.