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."