Baileys: Unlocking New Usage Occasions

3-day

community

market

Savanta

partner

3-day

community

market

Savanta

partner

The challenge

Moving Baileys beyond the seasonal moment barrier

Baileys is a well-loved brand, but as a niche liqueur it is often tied to narrow, seasonal moments such as Christmas. We partnered with the insights firm Savanta to uncover the barriers to everyday consideration and find new occasions where Baileys could naturally fit into a UK consumer's life, using a three-day online community made up of a diverse mix of UK alcohol consumers.

Industry

Drinks, alcohol

Solution

Usage and attitudes

Market

Partner

Savanta

Methods

Ethnographic diaries, journey research, concept check

The approach

Capturing the on-trade journey from beginning to end

Ethnographic diaries

Participants documented their general alcohol consumption habits through diary tasks to show when the brand was naturally considered or overlooked.

Journey research

We walked through participants' on-trade experiences, covering the entire process of ordering and drinking in a bar or restaurant to identify exactly where barriers occurred.

Concept check

We used our platform to test reactions to specific flavour pairings, helping the team understand what might spark a change in habit.

The result

Evidence to reposition for the year round

The research successfully identified high-potential new usage occasions and pinpointed the specific functional and emotional barriers limiting consumption frequency, providing Baileys with the evidence needed to reposition the brand as a more versatile and contemporary choice for UK consumers.