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.
The ultimate after-dinner dessert.
by CAITLYN FITZPATRICK
JAN 19, 2021
One of the simple pleasures in life is enjoying a hot cup of coffee (or Irish coffee) and dessert after you’re nearly bursting from a delicious dinner. Baileys is making that sweet ending even sweeter, because it has created the Baileys Layer Cake that combines everything you love about that after-dinner bite.
The 1.75-pound Baileys Layer Cake, which was recently spotted in-store by Instagram account @foodiewiththebeasts, consists of “two layers of Irish Cream flavored sponge cake covered in Baileys Irish Cream flavored icing and cake crumbles.” That means not only will you get the Baileys flavor in the cake itself, but also in the icing. We even spot some chocolate chips on top.
Although you might bite into the cake and taste the Baileys, it is nonalcoholic, as detailed on the box. So while you might not get a buzz from having a slice, or even more, you will if you decide to pair it with actual Baileys Irish Cream … which sounds like a good idea to us!
Now for the important part: Where can you get the Baileys Layer Cake? It was recently found at Redner’s Warehouse Markets, a grocery store in eastern Pennsylvania, Maryland, and Delaware. It’s also posted on several sites, including Fresh Direct and Great Spirits Baking Company, a specialty food business. It sounds like if you’re lucky, it’ll pop up at a grocery store near you. So now we ask … who do we talk to in order to get this everywhere?
CAITLYN FITZPATRICK Senior Editor
As the senior editor of social and social news, Caitlyn covers the tastiest, coolest, and strangest products for BestProducts.com, as well as runs Best Products’ social handles; her work has also appeared in POPSUGAR and InStyle, among others.
Reprinted from Delish.com
The holidays are quickly approaching. Before we know it, we’ll blink and Halloween will already be in our rear view mirrors! In order to prepare for the retail insanity that is holiday prep, the Great Spirits Baking Company has added a new line of loaf cakes to its portfolio.
Deli Market News. “Retailers are looking for unique items that drive margin and impulse purchases. These cakes accomplish both goals with the eye catching branded packaging.”“We are excited to launch our line of 10 oz, liquor-infused loaf cakes just in time for the holidays,” remarked Michael Valenti, CEO, in a statement sent directly to
With a nine-month ambient shelf-life, these cakes are not only a shelf-stable option for retailers but a perfect gift-giving option for shoppers.
These spirit flavor infused loaf cakes are available in seven varieties, as seen below:
- Baileys Irish Cream
- Guinness Chocolate Stout
- Captain Morgan Apple Spice
- Pallini Limoncello
- Jack Daniel’s Pecan
- Jack Daniel’s Chocolate
- Jack Daniel’s Vanilla
I like cake, and if you combine cake with fine liquor, you have a something that is decadent beyond belief. “The Great Spirits Baking Company lines up with the most premium global spirits brands and other non-alcohol partners to create delicious dessert and snack items,” said Mike Valenti, CEO.
The Guinness Chocolate Stout Slice has a “wonderfully bold chocolate flavor,” Al says.
The company is launching individually wrapped cake slices targeting c-stores, grab-and-go and packaged liquor channels. The products all have less than a half percent of alcohol by volume, which means they are not regulated. Valenti said, “We use premium ingredients; we have very strict guidelines about how we manufacture our products and how we go to retail.”
Customers can choose from Guinness Chocolate Stout Slice, Pallini Limoncello Slice, Captain Morgan Spiced Apple Slice and Bailey’s Irish Cream Slice.
Each attendee I talked to had their own favorite. The Guinness Chocolate Stout Slice surprised some Show-goers. “We’ve had all kinds of people come by and say ‘I don’t really like beer,’ but then they try it and say, ‘That’s really good,’” Valenti said. I thought the Pallini Limoncello was a nice light flavor, but I’m a huge fan of the Guinness Chocolate Stout Slice with its wonderfully bold chocolate flavor. The bottom line is I could not say which one I love best. You have to eat them all—over and over again.
Partnering with some of the top spirits companies in the U.S., the baking company brings delicious boozy treats to market
For some of us, alcohol and dessert is simply a way of life. I’ve been among those dessert-lovers who can’t fathom saying no to a rum-infused frosting. Great Spirits Baking Company must have heard my cake prayers, for the company—in a partnership with Jack Daniels and other spirit makers—has created a line of cakes sure to win over even the staunchest alcohol abstainers.
“We are licensees for some of the largest spirits producers in the world to make delicious, ready-to-eat cakes,” Michael Valenti, CEO, shared with me. “Our agreement allows us to sell cake under the licensed spirit brand with approval from our spirit partners. Each agreement specifies the channels and territory that we can sell our cakes.”
With such an agreement in place, Great Spirits Baking Company recently launched its Jack Daniel’s Tennessee Whiskey Pecan Cake in the Costco Texas region for Father’s Day.
“Cakes are available in club locations throughout Texas, Oklahoma, Kansas, and Louisiana,” Michael said. “We are also finalizing a single-serve, wrapped, sliced version of several of our spirits cakes for C-Store, Grocery Grab n Go, and Package Liquor retailers with availability beginning in the 3rd quarter. Brands included are Bailey’s Irish Crème, Guinness, Captain Morgan Spiced Rum, and Pallini Limoncello.”
Other offerings in its core portfolio include 10 oz. loaf cakes ready for 3rd and 4th quarter sell in. Featured flavors are Jack Daniel’s Tennessee Whiskey Cakes in Pecan, Chocolate, and Vanilla; Captain Morgan Spiced Apple; Bailey’s Irish Crème; Guinness Chocolate Stout Cake; and Pallini Limoncello Cake.
In addition to expanding its shelf-stable core cake offerings—already available in 10 oz loaf and 4 oz slices—Great Spirits Baking Company has a line of fresh, large format cakes for Grocery and Club Stores. Available formats include Jack Daniel’s 36 oz Pecan Cake, Guinness 24/32 oz Chocolate Stout Cake, Pallini 24/32 oz Limoncello Lemon Cake, Captain Morgan Spiced Rum 40/32 oz Hummingbird Cake, and a Bailey’s Irish Cream Cake—to be released in its fourth quarter.
As new items are added to the company’s lineup, consumers can find them via the Great Spirits Baking company website.