March 20 2024  |  Spirits & Tobacco

Baileys in aluminium: Diageo Global Travel introduces a new look for the popular Irish cream liqueur

By Wendy Morley

Baileys The Original Irish Cream takes on a new look in travel retail

Diageo Global Travel has partnered with Gebr Heinemann to present Baileys in an aluminium bottle for an initial trial period.

The popular Irish cream liqueur has a strong commitment to sustainable production – from the cows and farms where its cream is sourced in Ireland to its packaging and design – and is certified B Corp. This new format – a bottle made from aluminium rather than glass – is the latest in the brand’s sustainable journey. It makes the bottle five times lighter than traditional 70cl Baileys bottles with a lesser carbon footprint. Validated by the Product Carbon Footprint Analysis, EcoAct (January 2024), the new carbon footprint represents a reduction of 44% versus the previous glass bottle.

With a focus on sustainable retailing, Gebr. Heinemann has pioneered the ‘Future-Friendly’ concept which aims to find sustainable brand partners and solutions to all aspects of retail and consumer goods in its value chain.

The new Baileys bottle is available online with Heinemann x ME, Gebr. Heinemann’s loyalty platform, from mid-March and with Gebr. Heinemann at Amsterdam Schiphol, Frankfurt and Copenhagen International airports from April to June. It will be available in domestic markets across Germany later in April.

Andrew Cowan, Managing Director of Diageo Global Travel, said: “We traditionally sell a heavy product in travel retail – a glass bottle. Though glass is recyclable and not the worst form of packaging, it remains heavy and energy intensive to make. In (Diageo) Global Travel we want to find solutions to lighten our bottles and therefore reduce their carbon footprint in transit. We are excited to trial this option for Baileys. Much more to do and come.”

Nicholas Ross, Diageo’s Innovation Commercialization Manager, added, “Baileys was a great place to trial the aluminium bottle, especially as consumers are already used to an opaque bottle. The brand is also committed to having a positive impact on communities and the planet. Our desire is to partner brand and packaging innovation, factoring in waste and weight solutions, taking the consumer with us. This is one of the first designs which delivers a lighter option with a carbon footprint reduction. We are excited to see how this trial progresses with Gebr. Heinemann, what reactions are, and where we go next.”

Jens Peter Peuckert, Gebr. Heinemann Director Marketing, commented, “Baileys in an aluminium bottle - this means that together with our trusted partner Diageo, we are taking an important step towards measurable sustainability in travel retail. We are particularly proud to be able to offer this great product exclusively to the members of our Heinemann x ME loyalty program. In doing so, we are delivering on our promise to be a valuable travel companion."

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