27/02/2002

Baileys confirmed as one of the world's leading liqueurs

Baileys, which will be produced in Belfast from next year, has become one of the world's leading spirits brands according to R&A Bailey & Co, the brand's global marketing company.

Growth figures released in Diageo plc's Interim Result's, puts Baileys into the top ten premium spirits brands in the world. At number nine in the Impact International Top 100 Premium Spirits League Table, Baileys now joins the elite Top Ten, along with century-old brands, only 27 years after its launch in Ireland. Baileys is the first ever Irish brand to achieve this merit.

Volume growth in the six months ending 31 December 2001 was up 11 per cent while the brand showed strong growth across the board in all its major markets such as the US, Spain and Italy. In the UK alone it achieved growth of 31 per cent in the six-month period ending December 31, 2001.

R&A Bailey Chief Executive, Frank Fenn, explained their performance could be attributed to a fully integrated approach to marketing in addition to special on and off-trade focus. He added: "All told, it amounts to growth at some of the highest levels achieved in Diageo overall - indeed within the Global Spirits Industry."

Baileys now sells 5.5 million cases in over 130 countries and is on course to reach its 10 million case target. In response to this projected demand, the company recently announced plans to invest €64m in a second production site in Belfast which is expected to start producing its first bottles of Baileys in July 2003.

(MB)

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