Baileys Strawberries & Cream

Baileys, an alcohol brand, introduced its Strawberries & Cream variant to increase sales during summer in the UK by launching with bright pink packaging featuring strawberries and flowers to showcase it as the perfect summer treat.

Executive summary

Baileys has the largest number of customers of any spirit or liqueur in the world, but they drink it infrequently. Sales peak seasonally at Christmas, and competition from other categories and private label has been increasing. Baileys...