Beanstalk Latin America is enjoying success with its first client, Diageo, and the development of the licensing programme for the world-famous Original Irish Cream liqueur brand, Baileys.

The brand has been extended across food and beverage categories throughout the region, with a robust strategy for further development of the Baileys licensing programme in LATAM. Over the past year, the brand has established a strong foundation of licensed products that is helping drive transformation for the brand in the region, repositioning Baileys from being your mother’s holiday drink to the indulgent adult treat to be enjoyed year-round.

Mexico

• Confectionery: Baileys’ first and longest licensee in Latin America, Turin, has been in the market for nearly 15 years and continues to deliver impressive results. Turin offers premium Baileys filled chocolates at major retailers, travel retail and its own stores.
  
• Gifting: One of Baileys’ newest partners, Marco Polo, will launch confectionery snacks and cocktail gift sets in August 2022.
• Frozen desserts: A natural extension for Baileys in the world of treating, Iced Baileys ice cream by Helados Nestle launched in 2019 and is innovating with a novelty Iced Baileys Cookie concept – a chocolate-covered cookie sandwich filled with Baileys ice cream.
• DIY cocktails: This revolutionary concept by Autentico Corajillo offers the perfect ready-to-shake Baileys Carajillo cocktail in a reusable, biodegradable shaker.
• Baked goods: El Globo, Grupo Bimbo’s bakery chain, offers premium cakes for any moment of celebration. Rich’s, a bakery supply company, has developed a line of in-store Baileys bakery products that are available at Walmart and major chains around the country. Additionally, Walmart Mexico offers a variety of Baileys-flavoured cakes and desserts. Intercandy is developing a delicious individual cake imported from Italy, a soft sponge cake with a Baileys flavored filling that will launch at the end of 2022.
• Licensing-In: In a first for the brand, Baileys licensed-in the Churreria El Moro brand, a churro store established in Mexico City in 1935, to develop a churro-flavored Baileys liqueur available exclusively in Mexico.

Brazil

• Glassware: Offering fine glassware for the Tanqueray, Guinness, Johnnie Walker, Smirnoff and Gordon’s brands, Globimport creates quality products for cocktail enthusiasts. For each brand, consumers can find individual glassware or gift sets. Products have an extensive distribution and are available on e-commerce and the main chains in the Brazilian market, including Pão de Açúcar, Carrefour, Havan and others.
• Coffee: Tres Corações, a leading coffee manufacturer in Brazil, has developed and launched the first Baileys cappuccino pods in the country, offering high quality and convenience. The pods feature a balanced recipe and flavour that match with local culture and climate, naturally aligning with Baileys’ indulgent positioning. The product can be found on e-commerce and at the top retailers in Brazil.

Colombia, Central America and Chile

• Chocolate: In Colombia, leading chocolate brand Mont Blanc launched the first line of several Baileys chocolates varieties in February 2022.
• Frozen desserts: For Holiday 2021, Dos Pinos, a leading dairy company in Central America based in Costa Rica, launched the first Baileys ice cream in the territory to great fanfare and with a pop-up Baileys Treat Bar celebration.
• Baked Goods: In Chile, Quinta has developed a line of Baileys cakes for major supermarket chain Cencosud.

“The interest we have seen for the Baileys brand has been extraordinary and we look forward to introducing more indulgent, culturally relevant Baileys treats for adults across the region,” says Director of Brand Management Carolina Verdugo. “We are currently working with other Beanstalk clients to develop their brands via licensing in the region, in addition to discussing opportunities for local and global brands outside of Beanstalk’s client portfolio.”

If you are interested in discussing opportunities with Beanstalk LATAM, contact LATAM@beanstalk.com.