DIAGEO: NEW! Baileys Chocolate Hazelnut

Just in time for the start of the cold season, Diageo, one of the world's leading producers of premium spirits, is presenting its new limited edition Baileys Chocolate Hazelnut. Available from September 2025, this innovative product will get consumers in the mood for the cosier months of autumn with its chocolate hazelnut flavour – and give retailers a perfect start to the extended seasonal business.

New premium variant for indulgence fans
With Baileys Chocolate Hazelnut, Germany's most popular liqueur brand is launching a new premium variant specially developed for chocolate lovers. In addition to its familiar creamy texture, the limited edition delights with the rich taste of dark and milk chocolate, refined with fresh hazelnuts. The perfect combination for German consumers who love to treat themselves, and for liqueur lovers in particular, who are always eagerly awaiting the latest innovative Baileys Limited Edition. “Our new limited edition is a pure, velvety chocolate-hazelnut delicacy. Whether enjoyed at home on the couch or as a special gift, this full-bodied treat is something truly special,” says Leticia Davila, Baileys Brand Manager for Northern Europe.

Hazelnut appeals to the target group
With its limited edition, Baileys is specifically targeting a young adult target group of treat-oriented consumers between the ages of 18 and 34 who enjoy celebrating moments of indulgence. The hazelnut flavor is meeting with great interest: In Germany, nougat is one of the most popular types of chocolate, and Germans search online for hazelnut-flavored foods more than half a million times a year. According to a survey, 59 percent of consumers would like to see a hazelnut-flavored Baileys variant. The limited availability of this exclusive limited edition makes Baileys Chocolate Hazelnut even more desirable.

Activation across all channels during the cold season
The fall launch will be accompanied by wide-reaching 360° media measures, including TV campaigns and digital activation on social media. In addition, customers will be encouraged to buy through seasonal, eye-catching placements at the POS – such as a 30-unit display available from September and exciting promotions during the Christmas season.