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 Decline of the MDS Spirits Business
The business started to decline in 2008-2009. It wasn't it was a category issue, but it was a deep balies issue. We redefined the category that we were operating in from liqueurs to treats to adult treats. That redefinition really helped us see a new opportunity for babies. The faith of the business was epic away.
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