FDBusiness.com

Diageo and Enterprise Ireland have formed a €600,000 partnership to bring the Nangor Road site in Dublin, where the Baileys brand is produced and bottled, onto the next level of efficiencies. This includes up-skilling of employees and the site itself, to increase the sustainability of the brand. The partnership will also enhance the R&D element of this export driven brand with the ultimate objective being to increase the business and therefore grow the rural economy.

Baileys is the number one selling cream liqueur in the world and a major contributor to Ireland’s rural economy. The company, set up in 1974, uses over 250 million litres of fresh Irish milk annually and some 82 million bottles of Baileys are sold worldwide each year to 180 countries around the world.

Baileys is produced and bottled exclusively at the Nangor Rd. site since 1987 At the time of its launch, Bailey’s was considered a hugely innovative and radical products 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, says: “Baileys has always been an innovative product, back in 1974 it set itself apart in a market that was dominated by whiskey and stout, 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”

In 2014 Baileys sold 6.4 million cases with strong sales in Ireland, the UK, 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.

Michael Cantwell, Head of Enterprise Ireland Food Division said “The 600K partnership with Baileys is part of an Enterprise Ireland strategy that investing in product and process innovation to improve efficiencies and grow international sales. Baileys is an Irish brand with a global presence a reputation for excellence which showcases our high quality dairy and distilling sectors.”