Diageo Global Travel is launching Baileys in an aluminium bottle for an initial trial period, bringing the same great tasting Baileys to international travellers, but in a lightweight bottle.
Baileys, has a strong commitment to sustainable production, from the cows and farms where its cream is sourced in Ireland to its packaging and design, this is demonstrated by its certified B Corp status. This new format is the latest in its sustainable journey, a bottle made from aluminium rather than glass. It makes the bottle five times lighter than traditional 70cl Baileys bottles with a lesser carbon footprint. Validated by the Product Carbon Footprint Analysis, EcoAct (January 2024), the new carbon footprint represents a reduction of 44% versus the previous glass bottle.
Diageo Global Travel is initially partnering with German travel retailer Gebr. Heinemann for the release. Gebr. Heinemann which has a focus on sustainable retailing have pioneered the future-friendly concept which focuses on finding sustainable brand partners and solutions to all aspects of retail and consumer goods in its value chain.
The new bottle made from aluminium will be available on Heinemann’s loyalty programme platform first (Heinemann x ME), before being available for purchase in Amsterdam Schiphol, Frankfurt and Copenhagen international airports. Later in April it will be available in domestic retailer stores across Germany.
Commenting on the announcement: Andrew Cowan, Managing Director of Global Travel said: “We traditionally sell a heavy product in travel retail – a glass bottle. Though glass is recyclable and not the worst form of packaging, it remains heavy and energy intensive to make. In Global Travel we want to find solutions to lighten our bottles and therefore reduce their carbon footprint in transit. We are excited to trial this option for Baileys. Much more to do and come.”
Nicholas Ross, Innovation Commercialisation at Diageo added: “Baileys was a great place to trial the aluminium bottle, especially as consumers are already used to an opaque bottle. The brand is also committed to having a positive impact on communities and the planet. Our desire is to partner brand and packaging innovation, factoring in waste and weight solutions, taking the consumer with us. This is one of the first designs which delivers a lighter option with a carbon footprint reduction. We are excited to see how this trial progresses with Gebr. Heinemann, what reactions are, and where we go next.”
Gebr. Heinemann Director Marketing Jens Peter Peuckert comments: “Baileys in an aluminium bottle – this means that together with our trusted partner Diageo, we are taking an important step towards measurable sustainability in travel retail. We are particularly proud to be able to offer this great product exclusively to the members of our Heinemann x ME loyalty program. In doing so, we are delivering on our promise to be a valuable travel companion.”
Baileys in an aluminium bottle is available to buy online mid-March via Heinemann & Me and In Travel Retail, Baileys Aluminium is only available with Gebr Heinemann in Schiphol, Frankfurt and Copenhagen April – June.
