Top Holiday Innovations from Baileys, Spirits of the Apocalypse, Crown Royal and Captain Morgan

Nov. 6, 2019


The spirits wizards at Diageo continue to raise the bar on seasonal innovations and limited-time offers each year, and the holiday season is their time to shine. This year sees the return of an old favorite, a frighteningly popular branding partnership, and the delicious flavors of baked sweets straight from the oven.


Baileys Red Velvet

There is no slow season for Baileys, but the holidays are when this brand truly shines. With previous innovations such as Baileys Pumpkin Spice and Strawberries & Cream, Baileys has shown itself to be a powerhouse among consumers. In fact, according to Nielsen, Baileys flavors are growing at 13.9%, twice the rate of the spirits industry. Increasingly, consumers want indulgent, decadent drinking experiences, and that’s Baileys bailiwick. Their newest innovation, Baileys Red Velvet, produced in partnership with Georgetown Cupcakes, brings new luxury to the brand just in time for the holiday season.

To live up to the Georgetown Red Velvet Cupcake, Baileys based this new innovation first on real Irish dairy cream, blended with the flavors of creamy vanilla cream cheese frosting, finished with delicate cocoa notes, just like Georgetown’s famous red velvet. This delectable LTO is best enjoyed paired with a Georgetown cupcake, or served chilled by itself.


Spirits of the Apocalypse The Walking Dead Bourbon

The unfortunate characters on The Walking Dead rarely have reason to celebrate, but we can raise a glass and toast the brand new bourbon Diageo has released this season to honor the hit television show and comic book. Created in partnership with The Walking Dead producers Skybound Entertainment, Spirits of the Apocalypse capitalizes on the ongoing popularity of the number one most-watched cable show and the comic book that inspired it, which recently wrapped up with more than 20 million books sold over the last 16 years.

Spirits of the Apocalypse is a Kentucky Straight Bourbon with a light caramel nose, taste of fruit, and a smooth and spicy finish which will definitely take the edge off the end of the world. Diageo is getting fully behind this innovation with a $1 million investment, particularly through eye-catching displays in large liquor stores and independent locations. Through name recognition, innovative packaging, and intriguing displays, the brand will entice both fans of the show as well as others curious about the bourbon.


Crown Royal Salted Caramel

Whenever our friends from the north produce a new batch of Crown Royal Salted Caramel, it usually sells out faster than you can say “LTO,” and leaving business and consumers alike to dream of the day when this luxurious flavored whisky will return. Luckily, dreams do come true, thanks to Crown Royal, and Salted Caramel is back!

This incredible innovation delivers a delicious drinking experience, with notes of indulgent salted caramel and the scent of vanilla oak in each sip. The liquid floats on a lush creaminess and a refined, rich flavor. Crown Royal Salted Caramel is made with the signature smoothness of traditional Crown Royal, a staple for holiday celebrations for decades, and pairs beautifully with Crown Royal Regal Apple for a refreshing Candy Apple cocktail.


Captain Morgan Gingerbread Spiced

Run, run, fast as you can, you can’t catch up with the incredible innovations from Captain Morgan over the last few years. The Captain is always on top of flavor trends—coconut, pumpkin, and watermelon to name a few—and the latest opportunity for consumer engagement is available now: Captain Morgan Gingerbread Spiced.

According to Technomic, there has been a 25% increase in gingerbread-flavored adult beverages over the past two years, and the Captain is here to help your business monetize it. This new LTO delivers the sweet, warming taste of fresh gingerbread which is best enjoyed straight as a chilled single-serving, or mixed with cider for a cozy holiday cocktail.

Call us today to find out more about how these new products will help make your holidays even more spectacular.
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