BAILEYS GLIDE “Delivering a longer-lasting Baileys experience” STEVE J WILSON.

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BAILEYS GLIDE “Delivering a longer-lasting Baileys experience” STEVE J WILSON

Baileys has been a fantastic brand to innovate from > More drinkers in GB than any other alcoholic drinks brand > 14 million drinkers (source: Millward Brown) > Higher ‘brand affinity’ scores than for any other alcoholic drinks brand amongst its consumers > 89% of its drinkers are adorers/adopters (source: Link Consumer) > Baileys consumers split into 2 groups: > 3m core regular consumption throughout year > 11m occasionalconsumption mainly at Christmas & ‘special’ occasions There is a big opportunity to increase consumption amongst Baileys ‘occasionals’

Baileys innovation has been focussed on removing barriers to more regular consumption Some occasional consumers think Baileys is too rich and too short to be part of their regular drinking patterns Some consumers only drink Baileys at Christmas or on special occasions 11 million Occasional drinkers 11 million Occasional drinkers Issue Innovatio n focus A new format which allows drinkers to enjoy Baileys on everyday occasions A longer-lasting Baileys Introducing Baileys Glide…..

Baileys Glide was developed to meet consumer demand for a longer, lighter Baileys experience Proposition > A longer, lighter Baileys experience, 200ml, 4% ABV > Perfect for those occasion when you are catching up with friends and having a chat / gossip Brand Personality > Social, approachable, genuine, light-hearted, sassy Target > F21-44 Baileys Occasionals

(RTD) Format Benefits BAILEYS Emotional Values “a longer, lasting Baileys experience” Sensuousness Indulgence Togetherness Refreshment Longer Portable Badging Easy Sociability Contemporary Glide fulfils our existing innovation model by leveraging parent assets via (functional) format advantages Approachable That I value myself Self-assured Sensual

On top of the commercial benefit, Glide can “pay rent” to the parent by extending usage beyond its heartland - into more sociable On Trade occasions Glide Baileys

BAILEYS GLIDE A comprehensive process generated a short-list of alternatives & these were quantitatively tested... FunctionalEmotional

Consumer update - Baileys has transformed into a range of variants, each with a clear consumer role, extending the brand through new occasions The sensuousness of Baileys makes connecting more pleasurable… (Playful, Stylish, Approachable, Confident) BAILEYS® ‘PARENT’ Regular treating e.g. planned get togethers with friends & family BAILEYS MINIS ® Everyday impulse e.g. kids to bed, watching TV BAILEYS GLIDE ® Everyday socialising e.g. drink after work, girls get together Baileys Glide helps extend the brand into more sociable occasions

Launch impact to drive awareness, understanding and trial Launch outdoorLaunch RM Launch advertorials (‘gossip magazines’ - Heat, OK, Hello, Now, Closer magazines) Launch press - page advertising

Customer data shows consumers are buying into the Baileys Glide proposition in significant numbers > Asda – Gate 5 forecast 6 actual cases (24x200ml) p/mth Launch c. 260 stores, £1.24 trial price, checkout displays > Week 1 sales out – 6,500 actual cases - c. 25 cases per store > Week 2 sales out – 6,500 actual cases - c. 25 cases per store > Week 3 sales out - 9,100 actual cases - c. 35 cases per store > Week 4 sales out – 5,600 actual cases – c cases per store > Sainsbury’s – Gate 5 forecast 4 actual cases (24 x 200ml) p/mth Launch c. 402 stores, £1.29 trial price, off-shelf in 200 stores > Week 1 sales out (4 days only) – 1,600 actual cases - c. 4 cases per store

Ongoing presence to drive top of mind awareness and repeat purchase through to Christmas Sampling to drive trial Ongoing press - page advertising Ongoing ‘gossip magazines’ sponsorship (Heat, OK, Hello, Now, Closer magazines)