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ket. "In the U.S. people enjoy explains Briese. The new Baileys with coffee, and the product was launched over most successful flavors are St. Patrick's Day, with fullthose that marry best with barrel support at retail as coffee consumption behavior. well as incorporating it Plus hazelnut is one of the into Bushmills Since Way top coffee flavors as well as a Back campaign. "We had a top coffee creamer flavor," big outreach with the offexplains MacDonald about and on-trade, as well as a the genesis of the new number of tasting events." expression. Reception so far The launch exceeded among consumers has been expectations, she says. "amazing," she adds. "Flavored whiskey is a Currently Baileys offers five hot trend," adds Briese, flavors in the U.S. market: Carolans, the second-best-selling Irish cream "and Bushmills is already in the U.S. market, and O'Mara's are among Caramel, Mint Chocolate, approachable and easy to Coffee, Original, and now several Irish creams in the segment. drink, so it's the perfect fit." Hazelnut. In keeping with Bushmills' MacDonald believes that Baileys is finding synergy authenticity, the honey is sourced from Ireland. "We with the drinkable desserts trend, and is working with think there is tremendous upside potential for the prodsome on-premise partners to take advantage of that uct. Bushmills Irish Honey appeals to a different contrend. "It for those times when you are quite full after a sumer and broadens the Irish whiskey repertoire." meal but you still fancy a little something sweet," she A different take on the flavor topic comes from Peter explains. There is an opportunity for drinkable desserts Gyimesi, Group Brand Director of Cordials and Rums at to round off that meal experience. Campari America. "As we saw with the explosion of fla"Irish creams seem to be holding their own vored vodkas over the past 10 years, we are now seeing a on the shelf," says retailer Ostrand at Stateline big spike in the popularity and demand for flavored Liquors. American whiskeys in the US. Irish whiskeys are also Baileys' performance is quite strong at the poised to capitalize on this trend, explains Gyimesi. moment, according to MacDonald, although, "Irish Mist is the original flavored Irish whiskey the creams category is flat right now. "At the liqueur and we intend to really take advantage of that end of our first fiscal quarter, we were up on first-mover status through expanded promotion of this the core brand and also buoyed by the iconic brand," announces Gyimesi. Additionally, the introduction of Hazelnut," she says. brand director believes that flavored variations open the A new pack design for Baileys should door to a younger legal drinking age consumer, which also have a positive impact. The repack potentially serves as the first rung on the ladder as they will include a new bottle and graphics. enter the Irish whiskey segment. Details were being finalized at pressCampari America plans to re-launch Irish Mist in time, but Baileys' new look should hit 2013 with a comprehensive marketing campaign highretail shelves in the U.S. by early spring. lighting the brand's authenticity as the original Irish honey-flavored whiskey liqueur. "We have a real gem in Baileys recently debuted an addition Irish Mist and are focusing our efforts on reintroducing to the brand's portfolio: Baileys with a the brand to a whole new league of consumers," posits Hint of Hazelnut. Gyimesi. A Taste of Honey A merican and Canadian whiskey producers have recently found great success with flavored products; that subcategory continues to grow, especially among younger drinking-age consumers. Now Bushmills has debuted the first flavored Irish whiskey, Bushmills Irish Honey. "Flavored whiskey was something we had looked at for a while, trying to decide if Bushmills Irish Honey was the right thing for us, but when we did go after it, we went strong," 22 And Now, a Word from our Sponsor F ueling category growth are advertising and marketing campaigns as well as merchandising support from all the major players. Baileys has launched a new campaign, called "Baileys Cream with Spirit." A 60-second version of the new commercial premiered on Saturday Night Live in November. Inspired by Hollywood movie director and musical choreographer Busby Berkeley, the commercial depicts women StateWays I www.stateways.com I January/February 2013