The sub-brand, called Baileys Chocolat Luxe, uses real Belgian chocolate blended with Irish whiskey, and has been invented to encourage consumers to trade up from Baileys Original as well as attract more women to the brand.
Kerry Owens, category director for Baileys Diageo Western Europe, said: “Baileys was the first brand to fuse whiskey and cream. With Baileys Chocolat Luxe, we’re proud to say that we’ve achieved another breakthrough in spirits innovation - the first time real Belgian chocolate has been fused with alcohol to deliver a real Belgian chocolate experience.”
Baileys Chocolat Luxe will be in distribution from September with advertising following on TV in October.