Baileys reveals 'stylish and elegant' bottle

The activity, which is the next stage of Baileys' global relaunch as part of the 'Cream With Spirit' campaign, will be supported with a £1m marketing investment.

The new-look bottle, which rolls out this month, has been heightened and slim-lined to give it a more "stylish and elegant" profile. The new shape also allows it to fit inside a fridge door.

Garbhan O'Bric, Baileys global brand director, said the re-design was "part of a wider 'root and branch' brand transformation".

He said: "As one of the most-loved female spirits brands in the world, we need to not only to appeal to current Baileys consumers and adorers, but ensure we also appeal to each new generation of progressive, savvy and spirited women."

This article was first published on marketingmagazine.co.uk