Peter O’Connor is the Director of PR/Brand Guru for Baileys Irish Cream and its recent brand extensions. O'Connor was born in Ireland, County Kerry, in 1955, graduated from Dublin University Trinity College in 1979 with a B.A. Mod. Nat. Science degree and obtained a diploma in Strategic Marketing from Irish Management Institute 1985.

O'Connor joined R&A Bailey & Co. in 1981 as Marketing Services Manager after a period in on-trade management and brand management in the drinks industry. He developed the PR and Event Marketing functions within Baileys Brand Marketing and in 1996, he was appointed to the board of R&A Bailey & Co as PR & External Affairs Director.

O'Connor is married to Susan and they have three adult children.

Question #1
Adams Beverage Group (ABG): As the new leader of NBWA, what in your opinion are the most important short term issues facing the beer community?

Peter O'Connor: We need to continue what we’ve been doing; assuring that our members have the best representation before the government, the public and the industry they possibly can have. But legal issues and the three-tier system have taken center stage lately. This shift from the state house to the courthouse has opened up a new front and we are working harder than ever in that arena. Additionally, we’re focusing on what we can do to increase beer’s “share of stomach.” It’s no secret that spirits has had a phenomenal run, and wine has had great growth, but we are interested in increasing beer’s share of the licensed beverage pie.

What is now happening at market level is that our regular customers are buying a bottle of Original plus one of the new Flavors. It has also drawn consumers who have not been involved with Baileys for some time, back into the category. They are enjoying the new flavors and purchasing the Original. To date there has been no cannibalization of the Original and both flavors are being enjoyed equally. The Baileys brand is in a very healthy state in USA with excellent consistent growth.

Question #2
ABG: Baileys is the second largest selling imported liqueur and fourth overall in the U.S. at just under 1.3 million cases - how do you keep growing the brand when it seems to have plateaued, albeit at such a high level?

O'Connor: Launched in 1974, Baileys has had continuous growth since and the brand is far from reaching a plateau. The single greatest attribute Baileys has over all others is its great taste. Consumers love the brand and love to share it with others. The product is the result of blending the finest ingredients with Irish whisky, while eliminating any preservatives. These products attribute together with a strong line-up of advertising and promotional activities make Baileys the highly successful brand that it is.

Additionally, we keep growing the brand by focusing on additional consumption occasions outside of the traditional holiday period – such as summer with Baileys Blended and have extended the holiday season with the new launch of new Baileys Flavors in September.

Question #3
ABG: Has the on-premise cocktail trend and other societal behavior rendered Baileys primarily an off-premise brand?

O'Connor: Baileys is primarily a take-home product but that is not to say it is not enjoyed in the on-premise at all. In many ways, Baileys is the ultimate cocktail. Try it shaken over ice, served in a martini glass and suitably garnished and you now have the ultimate cocktail that is simple, easy and delicious every time. The cocktail trend has only opened more doors for us in the on-premise.

Question #4
ABG: Who's the target Baileys consumer, and how are you reaching them?

O'Connor: Our target audience is male and female 25 to 40 years of age. We reach them through a through-the-line marketing strategy that includes TV advertising, out-of-home, web and sampling, especially during the Holiday period. We also have had a very successful sponsorship of the John Legend concert tour and launch of Baileys Flavors with our Drinkable Desserts contest. Baileys is an anytime, any place adult beverage which is enjoyed responsibly by our consumers.

Question #5
ABG: How do you most successfully reach out to your vendor partners?

O'Connor: Simply by showing the success of the past and showing our plans for the future. The trade is confident about Baileys, because we are a brand with a proven track record and a brand that delivers.

Question #6
ABG: A number of liqueur brands have focused recently on culinary efforts - has Baileys? Why or why not?

O'Connor: We have not specifically focused on the culinary opportunity as yet but we are in the midst of a fantastic Drinkable Dessert competition in the USA. We’ve found that people are looking for a way to put a new twist on traditional desserts. The Drinkable Dessert contest gives them a way to try their hand at making a cocktail that is 70% Baileys and 100% imagination.

Question #7
ABG: What's in your brand plans next?

O'Connor: Our focus will be to get Baileys into the top 5 global spirits brands. We are number 6 now.