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Baileys goes dairy-free

Published:  15 March, 2018

Baileys has launched a dairy-free version of the Irish cream liqueur to tap the trend for free-from food and drinks.

The 13% abv vegan friendly Baileys Almande variant, which is rolling out across grocery, convenience, impulse and wholesale now (rrp: £20/70cl), blends the nutty flavours of sweet almond oil and almond essence with vanilla to create a dairy-free tipple.

Following an initial trial in Whole Foods market and The Goodness Project in the run up to Christmas, Baileys said it expected the NPD to be a “huge success”, adding the drink had sold out in less than two months “exceeding all expectations”.

“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,” said Laura Pearce, marketing director, Baileys Europe.

To make it easy for consumers to recognise, the new variant features the signature Baileys design teamed with a fresh new colour palette designed to “complement the free-from market”.

The launch of Baileys Almande will be supported by a six-figure marketing investment, and a targeted digital campaign.