Issue link: https://digital.copcomm.com/i/5037
bers were up more than four percent, according to the Adams Liquor Handbook for 2009. Having returned to the States at the onset of holi- day season, Topf says consumers here will find bows on millions of bottles of Baileys: "We're just helping people to find us and reminding them that Baileys is a great drink with great taste. It has a role inside the house and out. We've also done a lot of work to make sure we're in the right venues—such as on the des- sert listings in great restaurants and hotels." But November saw the launch of a much more innovative marketing campaign for the brand: One-of-a-Kind Baileys Original Irish Cream Inspired Shoes. The company commissioned five well-known shoe designers to each create a unique pair of shoes based on their own impressions of Baileys. Clothes Off Our Back, a foundation that supports a variety of charities around the world, then unveiled the footwear. Through December 2, shoe-lovers have the opportunity to log in their bids at the organization's website, www.clothesoffourback.org. Additionally, between November 11 and 13, Bai- leys opened "pop-up" shoe stores in New York and Los Angeles, where designer shoes (some of which have retailed for up to $1200 a pair) were sold for $75. All proceeds from the online auction and the bi- coastal shoe stores benefit Clothes Off Our Back. Despite this particular campaign being obvi- ously targeted towards women, Topf says Baileys' demographics continue to be women and men ages 25–49; and his numbers bear out that the consumer base is pretty evenly split. "Most of our marketing activity is actually gender-neutral. The brand isn't really associated with one sex or the other," he says. Therefore, Topf continues, the focus of much of the brand's outreach remains occasion-oriented: "During the holiday season, a lot more people are out celebrating, sitting a little longer, talking a little longer, hosting more people at their homes and hav- ing desserts. Baileys has historically been part of all those occasions. So we can target the reason for the purchase, rather than the gender of the pur- chaser. I think we're one of the few spirits brands that can do that." Over the past few years, Baileys has sought to broaden its everyday appeal and extend its attrac- tion to as many occasions and seasons of the year as possible. This has included introducing new flavors, such as Baileys with a Hint of Caramel and Baileys with a Hint of Mint Chocolate. Launched in 2008, Baileys with a Hint of Coffee furthered the com- pany's drive to take the brand into more situations where consumers are looking for unique flavors. "Innovation has been a great way to stay con- nected to our consumers," Topf says. "I'm especially proud that Baileys is a brand that consumers love to engage with. In fact, the first Baileys Facebook page was actually started by an adoring fan. It's wonder- ful to see how passionate our consumers are about the Baileys brand." He also applauds his sales and marketing teams for their internal research, as well as for spotting the trends by staying in touch with bartenders, mixolo- gists and retailers. Topf has gleaned that there are a number of qualities that spirits professionals are looking for in a product; one of them is ease of use. Two of the most common ways of enjoying Baileys, he says, are on the rocks and in coffee; plus, this past summer the brand pushed the "Baileys Shiver," which is any Baileys flavor simply blended with ice. For both professionals and consumers, quality of the product becomes a selling point, too. Although the Baileys brand was introduced in 1974, the sudden interest in vintage cocktails, which are typically made with fresh, high-quality ingredients, may have spurred some additional interest in Baileys, which is made with all natural ingredients and no preservatives. "That interest [in vintage cocktails] has been good for the industry as a whole. And anywhere that such exploration is taking place by consumers, Baileys is surely considered," says Topf. "It's not as historical as the really old brands, but it does play into explora- tion. Bartenders know it can be used in many ways, and they can say it's the original Irish cream liquor." As for the future—no, Topf won't reveal any of the products in development. Overseas media report on Baileys Gold, which would be the brand's first luxury product, composed of deluxe Irish cream, Irish whiskey and other spirits—but Topf is tight- lipped on it. "What I can say is that in 2010, we're going to continue to find what people love about the brand. It tastes unlike anything else on the market, and it's all about the connections people make over the drink." nnections PHOTO: DEBORAH PARKER WONG december 2009 / the tasting panel / 49 Cover Story