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Cadbury's Cream Liqueur A Case History

Cadbury's Cream Liqueur A Case History Reports on the launch of Cadbury's Cream Liqueur by Bass in 1990 into the UK's cream liqueur market, hitherto dominated by IDV's Baileys Irish Cream. Within a year Cadbury's had grown to become the number two brand. Explains how the creation of the brand was based on a specific antiBaileys strategy, and details the research stages which formed part of the evolution and optimization. Distribution and sales figures illustrate the brand's rapid success. Unusually, this success has been achieved at full price, although most competitors to Baileys around the world have been price brands. The story of Cadbury's Cream Liqueur shows how a major drinks brand can be created from scratch, as was Bailey's itself interestingly both brands were the brainchildren of the same new product development consultancy, Innovation & Development Limited. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Wine Marketing Emerald Publishing

Cadbury's Cream Liqueur A Case History

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0954-7541
DOI
10.1108/eb008598
Publisher site
See Article on Publisher Site

Abstract

Reports on the launch of Cadbury's Cream Liqueur by Bass in 1990 into the UK's cream liqueur market, hitherto dominated by IDV's Baileys Irish Cream. Within a year Cadbury's had grown to become the number two brand. Explains how the creation of the brand was based on a specific antiBaileys strategy, and details the research stages which formed part of the evolution and optimization. Distribution and sales figures illustrate the brand's rapid success. Unusually, this success has been achieved at full price, although most competitors to Baileys around the world have been price brands. The story of Cadbury's Cream Liqueur shows how a major drinks brand can be created from scratch, as was Bailey's itself interestingly both brands were the brainchildren of the same new product development consultancy, Innovation & Development Limited.

Journal

International Journal of Wine MarketingEmerald Publishing

Published: Feb 1, 1992

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