Baileys on verge of elite club of brands

THE remarkable Baileys Irish Cream is heading to join the select number of global brands selling over four million cases a year, writes Sebastian Taylor.

With global growth now running at 5 per cent, the brand is well placed to increase sales from last year's estimated figure of 3.9 million to over four million cases by the end of this year. Mr Jack Keenan, of Grand Metropolitan, provided details of Baileys' continuing growth while commenting on the parent group's interim figures showing profits up 3 per cent at £455 million sterling on turnover up 17 per cent at £4.55 billion.

After two difficult years, the drinks business of Grand Metropolitan had stabilised its position, said Mr Keenan.

Operating profits were unchanged at £211 million in turnover up 10 per cent at £1.77 billion. Baileys had continued its excellent performance with sales volumes reaching record levels, he said. Strong demand in Britain during the festive season helped to lift sales as much as 13 per cent and volume was up 8 per cent in the key US market.

Overall, worldwide sales rose 5 per cent in the half year to the end of March. Precise details of Baileys' record trading performance and profitability are not disclosed by Grand Met. But trade estimates published in the Impact International drinks research periodical indicate that sales increased by 200,000 last year to 3.9 million cases.