Baileys Partners with Great Spirits Baking Company for Delicious Donuts
NEW YORK, NY (June 3, 2021) – In celebration of National Donut Day, Diageo’s Baileys brand has partnered with Great Spirits Baking Company to launch Baileys-flavored vanilla donuts. Donuts never sounded so good! Beanstalk, Diageo’s global brand extension licensing agency, brokered this agreement.
As the ultimate adult indulgence, Baileys has successfully leveraged its flavor in the baked goods category through baking mixes, cheesecake, cakes and a chocolate donut. This vanilla donut will be a new flavor for a Baileys baked good – extending the brand into another adult treating moment.
These non-alcoholic cake donuts are drizzled with a rich Baileys Irish Cream and can be enjoyed with a morning cup of coffee, or any indulgent moment. Imaginative donuts have become a rising trend, and alcohol brands have been expanding into donuts with tasty, unexpected partnerships; however, the Diageo and Great Spirit Baking Co. donuts are the first major retail play for any alcohol-branded donuts. You ‘Donut’ want to miss these donuts!
“We continue to push the boundaries of innovation with the Baileys brand and are excited to extend Baileys into additional donut flavors,” said Declan Hassett, Senior Licensing Manager, Diageo.
The Baileys donuts will be available in June at major grocery stores in the U.S. including Wakefern and Redner’s at a price point of $4.99-5.99.
BAILEYS launched in Ireland in 1974. It is now available in 180 markets worldwide and is the number one selling liqueur in the world. Owned by Diageo plc, BAILEYS is currently ranked 7th among all distilled spirits sold worldwide and enjoys 70 percent share of the total Irish Cream Liqueur Market around the world. It’s the signature delicious balance of Irish Cream and whiskey that makes BAILEYS the perfect little indulgence when you need a break from your daily routine. The BAILEYS portfolio includes Original Irish Cream, Salted Caramel, Vanilla Cinnamon, Chocolate Cherry and Espresso Crème, along with an additional limited time offering, Pumpkin Spice. For more information on BAILEYS Original Irish Cream, please visit us at www.BAILEYS.com.
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan’s whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.
Diageo is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE) and our products are sold in more than 180 countries around the world. For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo’s global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice.
About Great Spirits Baking Company
At the Great Spirits Baking Company, we take pride in delivering the most decadent desserts you have ever tasted. We’re also dedicated to a greater mission. A mission to help you make every occasion—big or small—just a little more special. Since the beginning, we have used only the finest ingredients and premium spirits to create the most delicious products. We don’t cut corners, just cake. It might not be the easiest way, but it’s the best way to enrich the taste—and the moment.
Beanstalk, a global brand extension licensing agency, works closely with our clients to unlock brand equity and create many of the world’s most recognizable products and services. We help leading brands, celebrities, media properties, manufacturers and retailers creatively find ways to strengthen their relationship with their most important stakeholder – the consumer. Beanstalk offers a breadth of services across our practice areas, including brand representation, digital media representation (Tinderbox), manufacturer representation, consulting (Blueprint), creative services (STUDIO B), legal and financial services, and royalty auditing. The company is headquartered in New York, with offices in London, Miami, Cincinnati, Mexico City and affiliates throughout the world. For more information, please visit www.beanstalk.com. Beanstalk is a member of the Omnicom Specialty Marketing Group.
About the Omnicom Specialty Marketing Group
Omnicom Specialty Marketing Group (OSMG) aligns the growing demand for highly specialized consumer and retail marketing services with integrated solution teams consisting of the best talent to address clients’ needs. OSMG provides global services that include: point-of-sale marketing and merchandise technology, field marketing and sales support, brand extension and representation; talent management; Purpose; and consulting and fundraising for non-profit organizations. Omnicom Specialty Marketing Group is part of the DAS Group of Companies, a division of Omnicom Group Inc. (NYSE: OMC), that includes more than 200 companies in a wide range of marketing disciplines, including advertising, public relations, healthcare, customer relationship management, events, promotional marketing, branding and research.