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 Evolution of Bailey's Strategy
As the strategies evolved, we were most conscious of losing our female target. We have expanded that every year. Looking at both women of all ages and then realizing that a big proportion of our volume was coming from men. The statement that everybody loves Bailey's, which we bandy around, was actually true.
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