Tag Archives: Baileys

Beanstalk returns to Licensing Expo with new partnerships, clients and initiatives

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Celebrating its 30th year in business, global brand licensing agency Beanstalk continues to grow its clients’ licensing programmes, and has announced a series of recent new partnerships and clients in addition to new corporate initiatives in sustainability, diversity and charitable programmes.

Diageo’s Irish Stout brand, Guinness, has grown its presence in the aisles of UK supermarkets by expanding its partnership with The Flava People. The Irish beer brand launched two new sauces, the Guinness Smoky BBQ Sauce and Guinness Smoky Tomato Ketchup, bringing a twist to Britain’s much loved classic table sauces. This follows the Guinness cooking paste, a blend of Guinness beer, honey and soy, which launched in 2021.

Beanstalk also debuted a pair of cookbooks for two of its well-loved brands; Baileys partnered with HarperCollins to publish The Baileys Cookbook, featuring a collection of over 60 delectable delights, from sophisticated cocktails and desserts, to sensational hot chocolates and puddings. The recipes showcase the versatility and deliciousness of Baileys, inviting consumers to enjoy “the ultimate adult indulgent treat” at any time. Additionally, Guinness joined forces with publisher Insight Editions to bring the taste of Guinness to home kitchens with The Official Guinness Cookbook. Providing recipes for everything from savoury braised short ribs, to traditional Irish soda bread and decadent cheesecake brownies, this comprehensive book boasts over 70 recipes for dishes that feature or pair with the stouts, ales, and lagers of the Guinness breweries, including classic Guinness Draught, crisp Extra Stout, and citrusy Baltimore Blonde.

Chocolatier Godiva, together with Beanstalk, continues to expand its licensing portfolio in the U.S. and Canada with Godiva-inspired products developed in conjunction with new licensing partners, Boardwalk Frozen Treats for ice cream pints; Jimmy’s Gourmet Bakery for frozen cookie dough; Le Vian for special edition Chocolate Diamond jewelry at Kay Jewelers; and Cookies United for gingerbread house and cookie decorating kits. The four new partners join Godiva’s extensive North America licensing portfolio, including General Mills, The Cheesecake Factory and Jessica Pastries, which debuted as part of Godiva’s Holiday 2021 collection.

TGI Fridays, the iconic American bar and grill, expanded its exclusive strategic partnership with the UK’s leading frozen food retailer, Iceland, through a range of new sides, mains and sweet treats, created solely with the forthcoming BBQ season in mind. The mouthwatering dishes include Beef Short Ribs with Maple BBQ, Cheese & Jalapeño Hot Dogs and Chocolate Cookie Pie.

Long-standing client U.S. Army partnered with Manly Bands for U.S. Army branded rings; Ice Shaker, a “Shark Tank” success, for shaker bottles and stainless-steel drinkware; and Diamond Supply Company for skate apparel and accessories.

For The Metropolitan Museum of Art, Beanstalk has developed partnerships across home décor, fashion accessories, gifting and educational gaming categories. Inspired by the artworks and stories within its robust collection, The Met has worked closely with selected partners who exhibit the highest level of creative development, from home textiles to accessories to social expressions. The new licensing partnerships include Lingo for educational card games, Pura for home fragrance, Caspari for paper goods and social expressions, and Scalamandré for textiles, wallpaper and trim.

In the digital media space, Tinderbox continues to develop the licensing programme for Call of Duty. Call of Duty partnered with Middle Eastern manufacturer and distributor of licensed products, Trucare, expanding the brand’s licensing program into the MENA region, which has quickly proven to be a valuable emerging market for the global gaming industry. The partnership will see Call of Duty grow its consumer product reach into these new territories across categories including apparel, accessories, housewares, and gifting.

Keeping the momentum going, Beanstalk has also added to its diverse client portfolio of global brands. Earlier this year, Skullcandy joined the agency’s client roster to unleash the power of expression; the client partnership will extend the lifestyle audio brand across consumer electronics, sporting and outdoor goods, apparel and accessories, and experiential spaces. Beanstalk also signed Cath Kidston, extending the joyful British brand into new categories in home, fashion and gifting, globally. Most recently, Beanstalk announced its partnership with Audi, the German automotive manufacturer of premium vehicles, to extend the automotive brand into new lifestyle, technology and mobility categories.

“Throughout our 30 years, Beanstalk has strategically developed licensing programmes for some of the most globally recognised brands. These new partnerships and clients demonstrate how we continue to harness the power of licensing to successfully extend brands into new categories around the globe,” says Allison Ames, President and CEO of Beanstalk. “After a two-year hiatus, Licensing Expo 2022 provides the perfect opportunity to reconnect with our industry colleagues and forge new partnerships across industries, categories and territories.”

Complementary to Beanstalk’s robust client activity, the agency has premiered several corporate initiatives. In keeping with Beanstalk’s “best practices” model, it has established a global, cross-functional Sustainability Team. The key objectives of Beanstalk’s sustainability initiatives are to align clients’ sustainability goals with licensees’ efforts and capabilities and to share information across clients, licensees and industries.

Additionally, Beanstalk’s Antiracism, Allyship and Action programme continues to make diversity, racial justice and advocacy for marginalised groups a priority through education, client service and monetary donations.

Most recently, Beanstalk unveiled Licensing Labs by Beanstalk, an initiative to raise funds for charity while providing a service to the licensing community. Through the Licensing Labs by Beanstalk promotion, the agency will work with three winners to help them identify areas of opportunity for brand extension. In turn, the winners will be asked to donate to UNICEF to aid in Ukraine relief efforts. For more information on Licensing Labs by Beanstalk, visit https://www.beanstalk.com/licensing-labs-by-beanstalk.

 

Baileys and chocolatier Lir launch the Chocolate Bombe and other festive treats

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Baileys, the Original Irish Cream liqueur, has partnered with master chocolatier Lir to deliver a line of festive chocolate treats in Ireland and the UK, in time for the holiday season. The partnership was brokered by Baileys’ brand extension licensing agency, Beanstalk.

The new range of Baileys x Lir chocolates includes two festive tins filled with Baileys Chocolate truffles. The tins are available from the Lir Chocolates website, retailing between £5-£15.

Due to hit shelves in early November is the Baileys Chocolate Bombe. Each pack contains three Chocolate Bombes filled with Baileys-flavoured milk chocolate and marshmallows ready for dunking. The Baileys Chocolate Bombe will be available in Morrisons, Asda, Matalan & B&M and online at lirchocolates.com for RRP £5.

Returning this holiday season are the Baileys signature Chocolate Collection Box and the Baileys gift-wrapped box. The box includes a range of Baileys flavoured chocolates, including gooey brownies and creamy caramel hearts, and is available at Asda for £8. The Baileys gift-wrapped box is filled with milk, dark and white truffles, including coffee, caramel, and almond flavours, and is packaged in Baileys gift-wrap. It’s available from the Lir Chocolates website, retailing at £10.

“The festive season wouldn’t be the same without the indulgence of some of your favourite chocolates. Baileys and Lir have created the perfect range of delicious adult treats to delight any Baileys lover, whether that is a friend, family member or yourself,” says Louise French, Senior Vice President, Business Development and Operations at Beanstalk.

Katie Byrne, Senior Brand Manager at Lir adds: “We’re thrilled with the reaction to our Baileys Chocolate Christmas NPD – everyone loves the mix of delicious chocolate in a fun, decorative format. This year more than ever, we’re all in need of some Christmas cheer and we’re delighted to be able to help spread a little joy during the festive season! The Lir Team, in conjunction with Beanstalk and Diageo, have worked tirelessly over the last year to bring these products to market and it’s wonderful to see them on shelf.”

Baileys enters the snacking sector with the indulgent Baileys Chocolate Treat Blondie Bars

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Baileys is stepping into the snacking category with the launch of its new Baileys Chocolate Treat Blondie Bars, courtesy of the food and beverage specialist, Finsbury Food Group. The move has been devised to tap into the fast-growing snacking sector, one that 94 per cent of consumers in the UK say they subscribe to.

Recent research from Finsbury has found that 55 per cent of UK ‘snackers’ have moved towards eating healthier at mealtime, making way for more indulgent treats. Enter the new Baileys Chocolate Treat Blondie Bar, arriving in time to meet snackers as they make yet another trip to the fridge while working from home this year.

Baileys Chocolate Treat Blondie Bars offer a blondie sponge filling, topped with traditional Baileys tasting frosting, wrapped in a layer of milk chocolate.

Jack Cook-Broussine, brand manager at Finsbury Food Group, said: “Snacking was a no-brainer for us, we’re a nation of ‘snackers’ and the at-home snacking category has seen a rise due to lockdown.

“We’ve always wanted to delve into snacking with Diageo and Baileys Chocolate Treat Blondie Bars are the perfect hybrid product to be enjoyed at home, or when the world returns to normal, on the go. We’re really excited to launch this to consumers, especially with the glowing track record of previous products in our growing Baileys range.”

Declan Hassett, senior licensing manager at Diageo, added: “We continue to work with Finsbury developing the ongoing success of the range. Snacking products are something we’ve wanted to put our Baileys stamp on for a while, we’ve been working hard to stay ahead of the curve and to deliver that delicious, indulgent, signature Baileys experience for consumers to enjoy wherever they are.

“We have already seen great success with Finsbury and our range of Baileys-infused cakes, and we have no doubt that Baileys Chocolate Treat Blondie Bars will be enjoyed all-year-round.”

Finsbury Food Group and Diageo launch new Baileys Marbled Celebration Cake with more to come for 2021

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Cake manufacturer Finsbury Food Group and Diageo are strengthening their successful partnership by introducing the Baileys Marbled Celebration Cake to its growing Baileys range. Featuring traditional Baileys-infused frosting, the cake is on sale from September in Morrisons, Asda, Sainsbury and Tesco.

Since 2018, Finsbury Food Group has been working closely with Diageo on its Baileys and Guinness brands to introduce the first range of adults-only cakes to supermarket shelves.

Successfully launching the Baileys Freakshake Cake, Baileys Chocolate Yule Log, Bailey’s Salted Caramel Cupcakes and most recently, the Wimbledon inspired Baileys Strawberries and Cream Cake, Finsbury has now created a cutting edge product that celebrates the signature flavourings of Baileys, teamed with the new, trending, marble technique.

Jack Cook-Broussine, brand manager for Finsbury Food Group, said: “As our Baileys range continues to do so well, demonstrated by the retailers’ response, we’re keen to continue working hard, creating delicious cutting-edge cakes that deliver something different to the cake fixture.

“As the autumn months approach, we want to give consumers a product that echoes current trends in the baking industry, at ease. Think, sat by the fire on a drizzly day with a piping hot cup of tea and slice of Baileys Marbled Cake. We see huge opportunities to build on the momentum of the range and continue to add more exciting SKUs in the future.”

Declan Hassett, senior licensing manager at Diageo, added: “We continue to work with Finsbury developing the ongoing success of the range. The marble effect is something we’ve wanted to put our Baileys stamp on for a while, we’ve been working hard to stay ahead of the curve and achieve the most beautiful design that still has that delicious, mouth-watering, signature Baileys taste, well loved by many.

“We have already enjoyed great success with Finsbury and our range of Baileys-infused cakes, and we have no doubt this is going to be one to be enjoyed throughout the rest of the year and beyond.”

The full range of Baileys cakes includes: Baileys Hot Chocolate Freakshake Cake, Baileys Chocolate Yule Log, Baileys Salted Caramel Cupcakes and Bailey Strawberries and Cream cake. New additions to the range are planned for 2021.

Beanstalk appoints Maurizio Distefano Licensing to grow Baileys and Guinness brands across Italy

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Beanstalk has appointed Maurizio Distefano Licensing to expand its slew of Diageo brands, including the likes of Baileys and Guinness across Italy.

The partnership has been established, based on a shared philosophy between MDL and Beanstalk that a successful licensing programme requires a “strategic approach consistent with a brand’s unique positioning.”

MDL will be leveraging its specific knowledge of the Italian market to grow the Diageo brands on behalf of Beanstalk.

“We are thrilled to have the opportunity to work with Beanstalk and look forward to growing the licensing footprint for Baileys and Guinness in the Italian market,” said Maurizio Distefano, president of Maurizio Distefano Licensing.

“Strategic brand extension through licensed products is among the most authentic and credible forms of communication, opening up further opportunities for consumers to experience the brand in fresh and attractive ways.

“In particular, Baileys and Guinness offer multiple possibilities to create products suitable for the Italian market in categories such as food & beverage, apparel, and gift & novelties.”