Baileys 'the UK's favourite drink at Christmas', new report says
Baileys, the Irish cream liqueur, has been named the UK's favourite drink to have at Christmas, in a poll of spirit drinkers conducted
by insight tools provider Instantly. Seventy per cent of the global production of the liqueur is made in Northern Ireland from cream
supplied by local dairy farms.
More than half (54%) of respondents in the survey said that they
enjoyed Baileys straight while 87 per cent said that they would
have it as an Irish coffee or Baileys and coffee.
Baileys Original Irish Cream Liqueur is produced by Diageo at a
state-of-the-art processing plant at Newtownabbey in county Antrim. It employs around 50 people.
Instantly managing director Ben Leet said: "The fact that Baileys
has come out on top may come as no surprise, but there are
definitely a few results for brands and retailers to bear in mind.
The fact that consumers seem unwilling to try something new suggestsbrands should stay loyal to their traditional products, which
reflects the nature of the Christmas season. The demand at Christmasis there, brands and retailers just need to ensure they have the
right strategy in place to capitalise."
In regards to other alcoholic beverages that were popular during thefestive season, champagne was chosen by 45 per cent of respondents
when asked which drinks they enjoy over Christmas that they would
not usually consume otherwise.
The research also revealed the most popular beer for consumers over the Christmas period. A quarter of respondents chose beer as their
drink of choice and of that group, one-third chose Fosters as their brand of choice, with Carling and Carlsberg in joint second (32%)
followed by Budweiser (29%).
Seventeen per cent of respondents chose cider as their tipple for
Christmas and of this small minority, Kopparberg (45%) came out on
top, Bulmers (43%) in second and Strongbow (41%) in third place.
The poll surveyed more than 1,700 consumers in the UK to explore
their perceptions around alcoholic drinks at Christmas time.
Instantly said that the proportion of consumers that drink more
alcohol during the Christmas period than at any other time of the
year - 48% - demonstrated that the opportunity was there for both
brands and retailers, although more than one in two consumers said
that they do not like to try new or limited edition alcoholic drinksduring the festive period.
Taste and quality (28%) are the main determining factors when
consumers buy alcoholic drinks at Christmas, but price's position
(22%) in close second highlights the need for retailers to remain
competitive.
by insight tools provider Instantly. Seventy per cent of the global production of the liqueur is made in Northern Ireland from cream
supplied by local dairy farms.
More than half (54%) of respondents in the survey said that they
enjoyed Baileys straight while 87 per cent said that they would
have it as an Irish coffee or Baileys and coffee.
Baileys Original Irish Cream Liqueur is produced by Diageo at a
state-of-the-art processing plant at Newtownabbey in county Antrim. It employs around 50 people.
Instantly managing director Ben Leet said: "The fact that Baileys
has come out on top may come as no surprise, but there are
definitely a few results for brands and retailers to bear in mind.
The fact that consumers seem unwilling to try something new suggestsbrands should stay loyal to their traditional products, which
reflects the nature of the Christmas season. The demand at Christmasis there, brands and retailers just need to ensure they have the
right strategy in place to capitalise."
In regards to other alcoholic beverages that were popular during thefestive season, champagne was chosen by 45 per cent of respondents
when asked which drinks they enjoy over Christmas that they would
not usually consume otherwise.
The research also revealed the most popular beer for consumers over the Christmas period. A quarter of respondents chose beer as their
drink of choice and of that group, one-third chose Fosters as their brand of choice, with Carling and Carlsberg in joint second (32%)
followed by Budweiser (29%).
Seventeen per cent of respondents chose cider as their tipple for
Christmas and of this small minority, Kopparberg (45%) came out on
top, Bulmers (43%) in second and Strongbow (41%) in third place.
The poll surveyed more than 1,700 consumers in the UK to explore
their perceptions around alcoholic drinks at Christmas time.
Instantly said that the proportion of consumers that drink more
alcohol during the Christmas period than at any other time of the
year - 48% - demonstrated that the opportunity was there for both
brands and retailers, although more than one in two consumers said
that they do not like to try new or limited edition alcoholic drinksduring the festive period.
Taste and quality (28%) are the main determining factors when
consumers buy alcoholic drinks at Christmas, but price's position
(22%) in close second highlights the need for retailers to remain
competitive.