THE Baileys production facility on the Nangor Road marked the famous brand’s 40th birthday last week with the announcement of a
?¬600,000 partnership with Enterprise Ireland.
Baileys, the number one selling cream liqueur in the world and a major contributor to Ireland’s rural economy, was set up in 1974.
It uses over 250 million litres of fresh Irish milk annually to make the 82 million bottles of Baileys that are sold worldwide each year to 180 countries around the world.
The partnership with Enterprise Ireland is aimed at bringing the Nangor Road site, where Baileys is produced and bottled, onto the next level of efficiency
On a visit to the Dublin 12 plant, Minister Simon Coveney said Baileys had become a brand that is synonymous with Ireland and with Ireland’s rich agricultural heritage since it went into production in 1974.
“It is now the sixth bestselling duty free brand globally with strong sales in China, North America, Latin America and the Caribbean,
? the minister said.
“Key to this success is the combination of both tradition and innovation, using Irish milk sourced from 40,000 dairy cows.
“Baileys has developed a brand that continues to appeal to people all over the world. The partnership with Enterprise Ireland will ensure that the plant, which already is the largest buyer of milk in Ireland aside from co-ops, can invest further in Ireland’s dairy economy bringing further benefits to this important sector
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At the time of its launch, Baileys was considered a hugely innovative and radical product and it went on to inspire an entire drinks category for cream liqueurs. However, Baileys alone remains the single most successful spirit to be introduced in the past 40 years.
Colin O’ Brien, Managing Director of Baileys and Head of Supply with Diageo, added:
“Baileys has always been an innovative product.
“Today it is a market leader because we bring together the very best of dairy and distilling while continually exploring new tastes our marketing approach, production, supply pricing and innovation strategies.
“Our partnership with Enterprise Ireland will ensure that we can continue to be a number one Irish brand that has appeal right across the world.
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In 2014 Baileys sold 6.4 million cases with strong sales in Ireland, the UK, and the African and Latin American markets. Enterprise Ireland provide funding and supports for companies, from entrepreneurs with business propositions for a high potential start-up through to large companies expanding their activities, improving efficiency and growing international sales.