Diageo launches premium Baileys sub brand Chocolat Luxe

By Emma Eversham

- Last updated on GMT

Diageo says Baileys Chocolat Luxe is its biggest innovation so far this year
Diageo says Baileys Chocolat Luxe is its biggest innovation so far this year
Diageo has created a premium sub-brand of its cream liqueur Baileys that blends Belgian chocolate with alcohol to 'deliver a real Belgian chocolate experience'. 

Product details:

Baileys Chocolat Luxe is a premium sub-brand of Diageo's cream liqueur Baileys. A blend of real Belgian chocolate and Irish whiskey, the new liqueur has been created by Andrew Wilson, the son of Baileys' original creator, who spent three years perfecting the blend. It has an abv of 15.7% and contains 30g of Belgian chocolate in every bottle. Its launch will be supported by a £5.5m marketing campaign.


Diageo is calling Baileys Chocolat Luxe its biggest innovation so far this year. Kerry Owens, category director for Baileys Diageo Western Europe, said: “Baileys was the first brand to fuse whiskey and cream. With Baileys Chocolat Luxe, we’re proud to say that we’ve achieved another breakthrough in spirits innovation - the first time real Belgian chocolate has been fused with alcohol to deliver a real Belgian chocolate experience."


RRP is £16.99 for a 50cl bottle.


From usual suppliers from September when a new point of sale toolkit will also be available to the on-trade. For enquiries, email pbafhzrevasb.to@qvntrb.pbz​.

Why you should buy it: 

A trial of the drink found that 78 per cent of consumers would buy Baileys Chocolat Luxe after tasting and a spokesperson for Diageo said the luxurious bottle design had back-bar appeal as well as providing a chance for existing Baileys drinkers to trade up. 

“The Baileys Chocolat Luxe sub-brand is our biggest innovation in Western Europe this year and we have invested heavily in its launch. Its creator, Anthony Wilson, the son of the man who led the team behind Baileys Original Irish Cream, spent years experimenting with the finest ingredients, before he found the perfect formula. So it’s no surprise that consumers love the decadent taste of Baileys Chocolat Luxe," said Owens.  

Related topics: Products, Alcohol

Related news

Related product

Related suppliers


Follow us

Hospitality Guides

View more

Featured Suppliers

All suppliers