the story of how baileys was invented

baileys

TIL Baileys was invented in 1973 by David Gluckman and Hugh Reade Seymour-Davies. Mr Gluckman told the story in the Irish Times recently.

They’d just gotten their business started in London and were asked by the Irish company of their client International Distillers & Vintners (now Diageo) to create a new drinks brand for export.

Hugh: “What would happen if we mixed Irish whiskey and cream?”
David: “Let’s try it.”

We bought a small bottle of Jamesons Irish Whiskey and a tub of single cream and hurried back. It was a lovely May morning. 1973. Underdogs Sunderland had just won the FA Cup. We mixed the two ingredients in our kitchen, tasted the result and it was certainly intriguing, but in reality bloody awful. Undaunted, we threw in some sugar and it got better, but it still missed something.

We went back to the store, searching the shelves for something else, found our salvation in Cadbury’s Powdered Drinking Chocolate and added it to our formula. Hugh and I were taken by surprise. It tasted really good. Not only this, but the cream seemed to have the effect of making the drink taste stronger, like full-strength spirit. It was extraordinary.

The name Baileys, in totally British fashion, was named after a bistro next to a pub near their office. Those days, Soho Square was where the ad agencies were. The husband of their secretary designed a label that included grazing cows and lush green pastures. They had a couple of focus groups taste the product and one thought it tasted like a medicine for diarrhea. They placed two bottles at a pub at Marylebone Road and there it sat for days until a couple of policemen came and drank the whole bottle.

They went to Dublin to pitch their product and were told by the sales director of the company: “It’s not for the Irish market. It’ll never sell here.” Despite this negativity, the product was launched in the UK and Ireland in 1975. But it took a while before it started gaining popularity.

And the rest is history. David Gluckman went on to write a book about his 40-year career creating brands for the drinks industry. Baileys is now the worlds best selling liqueur brand with 82 million bottles sold every year.

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