Twin propellers of penetration, Baileys style

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Martin Moodie
Martin Moodie is the Founder & Chairman of The Moodie Report.


For years Baileys Irish Cream has been one of the most innovative brands in travel retail and it’s clear the tradition is continuing.

I snapped the pictures above and below at DFS Group’s main store at Singapore Changi Airport Terminal 1 last week, en route to Bangkok.

What drew my eye were the perky little pink-ribboned gift packs for the 2 x 35cl Baileys Irish Cream presentation of its two recent flavour additions – Mint Chocolate and Creme Caramel.


Also on offer was a slightly more formal, but still attractive box version (just behind the bottles in the picture). At S$58 (around US$41 at current exchange rates), both make for fabulous gifts and offer further examples of how strongly DFS and its key brand partners such as Diageo have embraced the concept of ‘premiumisation’ in recent times.


DFS Changi isn’t just about gifting of course. There’s a lot of newness there too – the picture above, for example, shows the Asia Pacific travel retail launch of Pernod Ricard’s Martell Chateau de Versailles VSOP Medallion.

What you’re seeing taking shape at Changi, both in liquor and other categories such as perfumes & cosmetics (more of that in separate reports), is a consistent ‘Trinity’ emphasis on airport, retailer and brand working together to entice the consumer with a combination of exclusivity and innovation, highlighted by an equally strong emphasis on high visibility promotions.

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