Diageo announces groundbreaking innovation with real Belgian chocolate liqueur

Diageo has launched one of its most innovative products for a decade with the arrival of Baileys Chocolat Luxe.

The groundbreaking drink will be showcased at Victoria Square throughout Chocolate Week, 14 – 20 October 2013 and is the first time that real Belgian chocolate has been fused with alcohol in a way that delivers the multi-sensory experience of chocolate in a glass.

Created by Anthony Wilson, principal scientist and son of one of Baileys Original Irish Cream’s creators Steve Wilson, this latest innovation in drinks alchemy has been three years in the making. Travelling across three continents, Wilson was able to realise his vision that Baileys and real Belgian chocolate would be the perfect pairing.

Working with a world-class chocolatier and his team of leading scientists, Wilson personally tasted over 200 varieties of the world’s finest chocolate – eventually choosing to create a bespoke chocolate that would complement the drink and result in the ultimate molten chocolate drinking experience.

It was the smallest of changes that provided the momentous breakthrough after 839 failed attempts. Lowering the alcohol content by just 1.3%, the flavour of the whiskey finally complemented, rather than overpowered the sweet, smoky essence of the chocolate.

Anthony Wilson said of his creation, “The philosophy behind developing Baileys Chocolat Luxe was to create an ambient molten chocolate experience – something that you could pour and drink at room temperature that would have the multi-sensory experience of eating chocolate. This is combining two ingredients that were always destined to be together; finally becoming a reality.

“Baileys was the first liqueur to fuse whiskey and cream, and now Baileys Chocolat Luxe heralds a groundbreaking innovation in chocolate – the first time real Belgian chocolate has been fused with alcohol to deliver a real Belgian chocolate experience. I am proud to be the one to say I helped make this happen and that the family legacy with Baileys continues with a brand new innovative product.”

Colin Green, Innovation Commerialisation Manager for Diageo Ireland has put his stamp of approval on the new product, “These are exciting times for the brand - what has been created with Baileys Chocolat Luxe is not only a great tasting drink; it is a real quality chocolate experience.”

Combining luxury products – including Madagascan vanilla and over 30g of real Belgian chocolate per bottle – the unashamed indulgence of Baileys Chocolat Luxe is a breakthrough in drinks alchemy and is in direct correlation to the brand’s original innovation over 37 years ago by Wilson’s father.

Baileys Chocolat Luxe is available nationwide, retailing at £17.00 - £20.00 for 50cl. www.baileys.com

ENDS

Contact:For further information / interviews / images please contact Claire Aiken or Caroline Murphy at Aiken PR on 02890663000 or caroline@aikenpr.com

NOTES TO EDITOR

Additional Information:• Baileys Chocolat Luxe has an ABV of 15.7%• Baileys Chocolat Luxe is available in 50cl bottles only

About BAILEYS:BAILEYS was the world’s first cream liqueur, a unique blend of smooth Irish cream with quality spirits and whiskey. It has won more medals than any of its competitors in the prestigious San Francisco world spirits awards and is the 2012 Gold Winner. It’s also the world’s biggest seller of liqueurs, with over 82 million bottles sold world wide each year.www.baileys.com

About DIAGEO:Diageo is the world's leading premium drinks business. With its global vision, and local marketing focus, Diageo brings to consumers an outstanding collection of beverage alcohol brands across the spirits, wine and beer categories including Smirnoff, Guinness, Johnnie Walker, BAILEYS, J&B, Captain Morgan and Tanqueray, and Beaulieu Vineyard and Sterling Vineyards wines. Diageo trades in some 180 countries around the world and is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE).

For more information about Diageo, its people, brands and performance, visit us at www.diageo.com.

Diageo is committed to responsible drinking through: setting world-class standards in responsible marketing, promotion and innovation; promoting a shared understanding of what responsible drinking means, and working with others to combat alcohol misuse.

"The BAILEYS word and associated logos are trade marks © R&A Bailey & Co 2013"