Ground-breaking Fusion of Real Belgian Chocolate and Alcohol Launched for Global Travellers, with Baileys® Chocolat Luxe

The makers of Baileys Irish Cream Liqueur announce a scientific breakthrough that blends real Belgian chocolate, Irish Whiskey and cream

LONDON, Oct. 30, 2013 /CNW/ - Baileys, the brand that brought about an innovation in Irish whiskey with cream, today announces the arrival of their newest innovation for worldwide travellers: Baileys Chocolat Luxe.

(Photo: http://photos.prnewswire.com/prnh/20131028/648405-a )

(Photo: http://photos.prnewswire.com/prnh/20131028/648405-b )

(Photo: http://photos.prnewswire.com/prnh/20131028/648405-c )

Baileys Chocolat Luxe heralds a world-class innovation in chocolate, from today it will be available in select duty free outlets worldwide for travellers to bring home a taste of luxury.

It is a world-class fusion of luxurious Belgian chocolate, Irish whiskey and cream which has taken over three years to craft, resulting in a rich molten chocolate drink experience that brings together never-before paired favourites into a single decadent treat. Developed to give the same multi-sensory experience as that of eating a piece of chocolate, Baileys Chocolat Luxe delivers an authentic chocolate experience - from the 'snap' of the first piece, right through to the rich cocoa aftertaste.

A breakthrough in drinks alchemy, Baileys Chocolat Luxe combines luxurious ingredients which include Madagascan vanilla and over 30 grams of real Belgian chocolate per bottle, marrying rich, creamy caramel tones of a traditional Baileys with the smooth taste of the highest quality chocolate.

Baileys was the world's first Irish Cream Liqueur and is the top seller of liqueurs globally.* Baileys Chocolat Luxe was created by Anthony Wilson, son of the creator of Baileys Original Irish Cream. Anthony travelled to over three continents to personally taste the world's finest chocolate - 200 varieties in all. Together with his team, he developed over 800 recipes in his pursuit of the chocolate lover's ticket to paradise and worked tirelessly to crack the previously unfathomable code to create a fusion that would see chocolate perfectly mixed with Baileys Original Irish Cream.

Anthony Wilson said of his unique creation, "Baileys was the first liqueur to fuse Irish whiskey and cream, and now Baileys Chocolat Luxe heralds a ground-breaking innovation in chocolate. For the first time, real Belgian chocolate has been fused with alcohol in a way that delivers the multi-sensory experience of chocolate in a glass. I am proud to be part of the team who brought a piece of chocolate paradise to world travellers for the very first time."

Steve White, Global Marketing Director of Diageo Global Travel and Middle East, said, "We constantly seek to provide shoppers with new and different drinking experiences. Thanks to the brilliant work of Anthony Wilson and his team, we are delighted to offer them this luxurious, world-class blend. From today, travellers can pick up Baileys Chocolat Luxe from selected airports worldwide; and with ingredients sourced from over three continents, it is a truly fitting and unique travel offering."

Notes to Editors

*Source: Impact Databank, February 2013

• Baileys Chocolat Luxe will be available in selected travel retail stores globally from today
• Baileys Chocolat Luxe has an RRP of £15.00/€16.00/$22.50 for 50cl
• Baileys Chocolat Luxe has an ABV of 15.7%
• Baileys Chocolat Luxe is available in 50cl bottles only

About BAILEYS:

Baileys was the world's first Irish cream liqueur, a unique blend of smooth Irish cream with quality spirits and whiskey. It has won more medals than any of its competitors in the prestigious San Francisco world spirits awards and is the 2012 Gold Winner. It's also the world's biggest seller of cream liqueurs, with over 82 million bottles sold worldwide each year. For more information please visit the Baileys website: http://www.baileys.com

ABOUT DIAGEO

Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines and beer categories. These brands include Johnnie Walker, Crown Royal, J&B, Buchanan's, Windsor and Bushmills whiskies, Smirnoff, Cîroc and Ketel One vodkas, Baileys, Captain Morgan, Tanqueray and Guinness.

Diageo is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people and its brands, visit http://www.diageo.com. For Diageo's global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit http://www.DRINKiQ.com.

Celebrating life, every day, everywhere.

The BAILEYS word and associated logos are trade marks.

SOURCE: Diageo GTME

Claire Lorimer, Smarts Communicate, Tel: [phone], Email: [email protected]