By James Atkinson

Baileys Original Irish Cream has launched a new bottle that aims to better evoke the brand's "modern, feminine sense of style".

The new bottle has been heightened and the shoulders lifted, to give a more elegant profile and pose a more alluring and eye-catching prospect on shelves.

Available from the end of May, the design awakens Baileys' Double B brand icon, elevating its visual prominence, while featuring a fresh interpretation of the iconic label, and new typography to complement the new look.

The bottle launch will be supported throughout the year by a number of experiential fashion-based projects involving the Baileys brand.

Baileys marketing manager Adam Ballesty said: "Baileys is a brand that appeals uniquely to women, and through this activity we celebrate that timeless appeal in a fresh and contemporary way. Our beautiful new bottle is both modern and stylish, with a greater sense of femininity, and the launch provides us the perfect opportunity for the brand to feature as part of the elegant world of fashion."

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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