Baileys pushes cocktail shaker pack

Hong Kong - Moet Hennessy Diageo is promoting the Baileys Cocktail Shaker Pack as a fun way to enjoy a drink.

Christina Shum, brand manager of Moet Hennessy Diageo, said not many drinkers have cocktail shakers at home, and the cocktail shaker pack provides an alternative method to preparing the drink. The company hopes the pack, which hit the shelves in early July, will stimulate demand for the beverage.

Impact Asia, Bailey's PR agency, says the brand is now more lifestyle-focused. As such, it has organized lucky draw, with winners going on a trip to Ireland. A media tour, and editorial contents such as features in magazines and newspapers also constitute part of the PR campaign.

Meanwhile, the outdoor campaign is being shown in retail stores such as ParknShop, Welcome, Sogo and Lan Kwai Fong. All media and ad are done in-house.

The promotion campaign for the Baileys Cocktail Shaker Pack runs until the end of August.

According to Diageo Asia Pacific, the group plans to capture growth through brand focus on Baileys, Smirnoff and J&B in China. The group says first-quarter operating profit from all Diageo products in Asia is up 12%.