Baileys signs a brand extension with Kraft Heinz

In 2017 the liqueur brand Baileys welcomed a nice extension of its portfolio with an iced coffee range.
Launched into major grocery stores across the UK, the two ready to drink variants, latte and mocha, fused iced coffee with fine spirit and the renowned taste of Baileys Irish cream.
The brand saw these coffee variants as a natural progression for the brand given the growing popularity of coffee and the successful association with Baileys.

This time Diageo, owner of Baileys brand, has decided to partner with Kraft Heinz to launch in the USA market a new range of non-alcoholic coffee beverages featuring the flavours of Baileys original Irish cream.
The line-up includes ready-to-drink Cold Brew in cans, Roast & Ground Coffee bags and Keurig K-Cup pods with a range of flavours that will grow in 2020.

At the beginning of the year, Baileys also introduced in the USA market a trio of alcohol-free coffee creamers licensed by Danone North America to strengthen the love relation between coffee and Baileys.
The flavoured coffee range is just the latest addition to the non-alcoholic licensed products within Baileys portfolio.
This deal seems an especially wise move, not only to offer all adults a ready-to-drink coffee treat, but also as product innovation to open up the brand to markets which have a strong sensibility to alcohol-related issues.