Baileys with a hint of Coffee training document Good Food and Wine Show

Today’s agenda Updated proposals for in-store sampling activity Updated In-store in-situ visual Out of store sampling activity Updated costs for: * In-store * Out of store Additional “non-traditional” sampling ideas Updated timeline

The BAILEYS word and associated logos are trade marks Baileys Variants

The BAILEYS word and associated logos are trade marks In Australia Everyone loves Baileys – it is the most adored spirit by men and women in Australia – and the only alcohol brand that is truly delicious! Sometimes, our consumers forget just how good Baileys tastes so we need to remind them of its deliciousness!! And there is no better way to do this then sampling (which is where you come in!) We have two delicious variants; Baileys Original Irish Cream Baileys with a hint of Coffee Baileys Info.

The BAILEYS word and associated logos are trade marks Baileys Info. Product Facts: (Staff to be familiar with) Worlds number 1 selling liqueur 7 th largest premium spirit brand globally Approx 23% market share of the liqueur category in Australia 75% market share of the cream liqueur category Made from the finest ingredients, fresh cream, Irish whiskey, chocolate, sugar and vanilla

NEW FLAVOUR: Baileys with a hint of Coffee

Baileys with a hint of Coffee For decades, Australians have been adding a splash of Baileys Irish Cream to their coffee to create a custom-made indulgent treat, savouring the exquisite match of rich flavours and aromas. Now it’s easier than ever to achieve that perfect partnership thanks to new Baileys with a Hint of Coffee. The enticing new flavour, which hit stores in October 2009, combines the silky smooth taste of Baileys Original with real Robusta and Arabica coffee, creating a unique liqueur which is ideal for sharing with friends, enjoying as the perfect end to a meal, or while relaxing on the couch watching your favourite TV show. Put simply, Baileys with a Hint of Coffee is a relaxed yet intriguing indulgence, bottled for your pleasure! Just like Baileys Original, Baileys with a Hint of Coffee is made in a completely unique way with a blend of entirely natural, premium ingredients. The finest Irish cream is preserved by high quality Irish whiskey, and balanced by an indulgent mix of chocolate, vanilla and real coffee.

Baileys with a hint of Coffee Key messages It is a NEW Baileys Flavour - Baileys with a hint of Coffee Combines the delicious flavour of Baileys Original with a hint of aromatic Robusta & Arabica coffee beans Baileys with a hint of Coffee is perfect for after dinner and to share with friends, it is the perfect, easy to serve treat! As an added benefit it is also caffeine free

The BAILEYS word and associated logos are trade marks Script Have a good smell - really smell the coffee! Have a sip - what do you think? Can you taste the coffee? How do you think the coffee goes with Baileys? Baileys with a hint of Coffee is perfect for after dinner and to share with friends, it is the perfect, easy to serve treat! As an added benefit it is also caffeine free

Three easy ways to enjoy Baileys with a Hint of Coffee 1. OVER ICE: Pour over ice to savour the indulgent liquid in its purest form. It’s the perfect treat for an indulgent night in; simply curl up on the couch with your glass in hand, switch on your favourite show and enjoy! 2. A SIMPLE DESSERT: Impress guests by serving an after-dinner coffee with a difference; a dash of Baileys with a Hint of Coffee poured over a scoop of vanilla ice cream. Serve in a martini glass garnished with chocolate coated coffee beans for an extra special, decadent dessert. 3. BLENDED: Blend with ice for a sophisticated take on the humble frappe, a luscious beverage for balmy summer nights. Serving suggestions

Barriers & Answers “ I don't like coffee” - It only has a hint, and the main flavour come from Baileys original, you really should give it a try, it's delicious. “Can I try Original?” - Unfortunately we are only sampling the new Baileys with a hint of Coffee flavour today, but Baileys still do the Original flavour. “What has happened to the other flavours?” (mint and caramel) - They have been replaced by Coffee

The BAILEYS word and associated logos are trade marks Trial the new Baileys with a hint of Coffee Genuine interest in the brand Seek further information about the product Purchase a bottle of Baileys with a hint of Coffee Targets

Good Food and Wine Show setup

Uniform Urban to provide: White business shirt Black tie Baileys with a hint of Coffee branded apron Staff to provide their own: Smart black trousers (not jeans) Black closed toe shoes SHIRTS AND APRONS ARE TO BE CLEANED AND IRONED FOR EVERY SHIFT!!

The BAILEYS word and associated logos are trade marks Set up equipment and be ready to start sampling at show open time. Greet and engage every consumer Offer consumers a sample of the product Speak to customers about product while they are waiting for a sample Keep track of how many consumers are sampled and their comments Convert trial into sales – MUST BE CONSTANTLY PUSHING SALES Complete shift / pack up Staff responsibilities at the shift

The BAILEYS word and associated logos are trade marks Punctual Professional (Both as a representative of Baileys Urban and as a guest of the GFWS) Confident (Service with a smile) Cleanliness (The stand needs to be kept clean and tidy at all times) No smoking or eating in uniform Call your state contact with any problems encountered. Expectations

Sales The Baileys stand at the Good Food and Wine Show is not just about offering the consumer a taste of Baileys with a hint of Coffee. SALES are an integral part of this event. All staff must be constantly pushing sales to all consumers. Bottles of Baileys with a hint of Coffee 700mL will be the only product on sale and will have a special show price. * Price to be confirmed closer to date.

Anyone for a Coffee???