The Rise and Fall of Bailey's

Cream Liqueur was born in 74 and grew double digit for decades. It hit a million case mark in the early 80s, like within five or six years of being developed. But then if you flash forward to the Great Recession in 2008, it was suddenly seen as a really dispensable luxury at a time when consumers were exceptionally cash strapped. Bailey's lost 17% of its volume in just four years.