How Baileys jumped category and grew 32%, with Jennifer English and Sheila Cunningham of Diageo, and Katie Sinclair of Mother, London
On Strategy Showcase
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The Unlock of Bailey's
The decline looked terminal. We had to find a way of getting more people to drink a little more Bailey's across more occasions. The only glimmer of hope that we saw was that despite the performance, the brand was still the most loved spirits brand. And it was getting back to the product that opened it up.
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