TY  - JOUR
AB  - 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 anti‐Baileys 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 brain‐children of the same new product development consultancy, Innovation & Development Limited.
VL  - 4
IS  - 2
SN  - 0954-7541
DO  - 10.1108/eb008598
UR  - https://doi.org/10.1108/eb008598
AU  - Seymour‐Davies Hugh
PY  - 1992
Y1  - 1992/01/01
TI  - Cadbury's Cream Liqueur: A Case History
T2  - International Journal of Wine Marketing
PB  - MCB UP Ltd
SP  - 33
EP  - 37
Y2  - 2024/09/22
ER  -