Baileys aumenta sus ventas por segundo año consecutivo y se consolida como un referente de su segmento

  • Tras la incorporación de una nueva concepción de la marca, que busca expandir las ocasiones de consumo del producto, ésta se ha afianzado como una de las etiquetas de mayor renombre dentro del portafolio de Diageo, tanto en el mercado nacional como internacional.

 

Tras un exitoso 2017, Baileys, la reconocida crema de whisky, continúa aumentando su participación en el mercado a nivel global, cerrando el 2018 con crecimiento de un 6%. Esto, según los registros de Diageo, compañía dueña de la marca y principal productor de destilados premium a nivel mundial, los cuales registraron alzas en mercados claves como en Norteamérica, donde sus ventas netas crecieron un 11%.

 

Los resultados globales registran que durante el año fiscal 2018 (de julio de 2017 a junio de 2018) el movimiento de volumen orgánico fue de un 9%, cifra mayor a la alcanzada en el año anterior, donde se obtuvo únicamente un 3%.

 

Esta tendencia también se vio reflejada en el mercado chileno, donde la marca señaló que el volumen de venta de este producto durante el F18 creció un 7,2% en comparación al F17. Lo mismo ocurrió con la facturación que cerraron este año, donde hubo un aumento del 8,7% en relación los números registrados en los reportes del anterior.

 

Desde Diageo -compañía que también es dueña de otras etiquetas emblemáticas como Johnnie Walker- afirmaron que esta alza en las ventas se debió a una nueva formulación del producto en el mercado. Tras realizar los estudios pertinentes, descifraron que para los consumidores Baileys era una de las marcas favoritas de su portafolio, no obstante, señalaron que existían muy pocos escenarios pertinentes para beberlo. Frente a esto, se delineó una estrategia que reposicionara la concepción que se tenía de “un licor premium para adultos,” y se activó una campaña de marketing y de fidelización al cliente para ampliar así las instancias de consumo.  Este trabajo consistió en la difusión de nuevas oportunidades para que los consumidores puedan disfrutar de Baileys.

 

A través de la publicación de nuevas tendencias, y el apoyo de contenido audiovisual en los canales digitales de la marca, se dio a conocer lo versátil que puede ser su consumo. Se realizaron además, diversas alianzas con restaurantes, bares y cadenas de café para posicionar a la marca en diferentes platos y postres de sus respectivos menús, como un ingrediente trascendental en su preparación.

 

Asimismo, tanto en supermercados como en el mercado del retail, se hizo énfasis en el aumento de la exhibición del producto, además de realizar promociones en conjunto con marcas claves de café y de postres. La innovación también estuvo presente en este nuevo enfoque, donde la creación de nuevos sabores y ediciones limitadas, como el Baileys Expresso Crème, ha logrado atraer nuevos consumidores.

 

 

Acerca de BAILEYS ™ Irish Cream Liqueur:
BAILEYS, lanzado en Irlanda en 1974, actualmente está disponible en 180 mercados alrededor del mundo siendo el licor número uno en ventas a nivel global. Propiedad de Diageo plc, Baileys® es una mezcla única de crema irlandesa suave con bebidas espirituosas de calidad y whiskey. Ha conseguido más medallas que el resto de sus competidores en la ‘categoría de crema de licor’ en los prestigiosos premios mundiales de bebidas espirituosas de San Francisco, siendo además el 2012 Gold Winner. Se trata de la marca de licor número 1 del mundo, contando con más de 70 millones de botellas vendidas en 150 países cada año. Para obtener más información sobre BAILEYS Original Irish Cream, visítenos en www.BAILEYS.com

 

Acerca de Diageo
DIAGEO es la empresa líder de bebidas espirituosas a nivel mundial, con una impresionante colección de marcas que incluyen los whiskies Johnnie Walker, Crown Royal, JεB, Buchanan’s y Windsor, los vodkas Smirnoff, Cîroc y Ketel One, Captain Morgan, Baileys, Don Julio, Tanqueray y Guinness. Diageo en una empresa global y sus productos se venden en más de 180 países alrededor del mundo. La empresa cotiza tanto en la Bolsa de Valores de Nueva York (DEO) como en la Bolsa de Valores de Londres (DGE). Para más información acerca de Diageo, su gente, marcas y desempeño, visite www.diageo.com. Visite el recurso global de Diageo que promueve el consumo responsable de alcohol, www.DRINKiQ.com, para información, iniciativas y formas de compartir las mejores prácticas. Celebrando la vida todos los días, en cualquier lugar.

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