Baileys targets dairy-free drinkers

Baileys Almande

Baileys has tapped into the growing demand for dairy-free products with the launch of new Baileys Almande (70cl, RSP £20, 13% ABV).

Available now, the new vegan-friendly variant blends the nutty flavours of sweet almond oil and almond essence with vanilla.

The new bottle features the company’s usual branding teamed with a fresh new colour palette, designed with the free-from market in mind.

The launch will be supported by a six-figure marketing spend and a targeted digital campaign.

An initial trial in Whole Foods and The Goodness Project before Christmas saw the product sell out in less than two months.

Laura Pearce, Marketing Director for Baileys Europe, said: “With dairy-free products in high demand, and almond milk currently the fastest growing product in its category it made sense, as the number one selling liqueur brand, to produce an alternative variant which taps into this.

“Baileys Almande offers customers who buy into the free-from category, which is currently worth £586m, and existing customers looking to try something new, the opportunity to truly indulge under the strength of the Baileys name.”