Latin America has developed a licensing program for the original Irish cream liqueur brand, Baileys. The brand has been extended across food and beverage categories throughout the region, with a strategy for further development of the Baileys licensing program in LatAm. Over the past year, the brand has established a foundation of licensed products to help drive transformation for the brand in the region.
In Mexico, Baileys’ first and longest licensee in Latin America, Turin, has been in the market for nearly 15 years and continues to deliver impressive results. Turin offers Baileys-filled chocolates at major retailers, travel retail and its own stores. One of Baileys’ newest partners, Marco Polo, will launch confectionery snacks and cocktail gift sets in August. A natural extension for Baileys in the world of treating, iced Baileys ice cream by Grupo Herdez, launched in 2019 and is innovating with a novelty Iced Baileys Cookie concept – a chocolate covered cookie sandwich filled with Baileys ice cream. A DIY cocktails by Autentico Corajillo offers a Baileys Carajillo coffee cocktail in a reusable, biodegradable shaker. El Globo, Grupo Bimbo’s bakery chain, offers premium cakes for any moment of celebration. Rich’s, a bakery supply company, has developed a line of in-store Baileys bakery products that are available at Walmart and major chains around the country. Additionally, Walmart Mexico offers a variety of Baileys-flavored cakes and desserts. Intercandy is developing an individual cake imported from Italy, a soft sponge cake with a Baileys-flavored filling that will launch at the end of 2022. In a first for the brand, Baileys licensed-in the Churreria El Moro brand, a churro store established in Mexico City in 1935, to develop a churro-flavored Baileys liqueur available exclusively in Mexico.
In Brazil, offering glassware for the Tanqueray, Guinness, Johnnie Walker, Smirnoff and Gordon’s brands, Globimport creates products for cocktail enthusiasts. For each brand, consumers can find individual glassware or gift sets. Products have an extensive distribution and are available on e-commerce and the main chains in the Brazilian market, including Pão de Açúcar, Carrefour, Havan and others. Tres Corações, a coffee manufacturer in Brazil, has launched the first Baileys cappuccino pods in the country. The product can be found on e-commerce and the top retailers in Brazil.
In Colombia, leading chocolate brand, Mont Blanc, launched the first line of several Baileys chocolates varieties in February. For Holiday 2021, Dos Pinos, a dairy company in Central America based in Costa Rica, launched the first Baileys ice cream in the territory to great fanfare and with a pop-up Baileys Treat Bar celebration. In Chile, Quinta has developed a line of Baileys cakes for major supermarket chain, Cencosud.
“The interest we have seen for the Baileys brand has been extraordinary and we look forward to introducing more indulgent, culturally relevant Baileys treats for adults across the region,” says Carolina Verdugo, director, brand management, Beanstalk. “We are currently working with other Beanstalk clients to develop their brands via licensing in the region, in addition to discussing opportunities for local and global brands outside of Beanstalk’s client portfolio.”
Beanstalk is exhibiting at Licensing Expo 2022. Find out more informationhere
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