It received the ‘Branding’ award for showcasing excellence in repositioning the Bailey’s brand from the niche liqueur category, considered a seasonal offering, to the growing ‘premium treat’ category.
The strategy, founded on a deep insight into the psychology of everyday ‘treats’, resulted in global revenue turning around in 2016 from a five-year rolling decline to a 5% volume uplift and a 3% growth in sales value.
Baileys also reasserted itself as a star within the Diageo global drinks portfolio where 2016 final quarter sales performance was singled out as a key contributor to Diageo’s global performance.
Bord Bia presented the inaugural ‘Industry Champion’ Award to Denis O’Riordan of Kerry Foods in recognition of his outstanding contribution to delivering global success for the Cheestrings brand.
More than 300 Irish food and drink industry leaders gathered for the awards ceremony which honoured the most progressive and ambitious businesses in Ireland’s thriving food and drink industry.
The award winners, encompassing some of Ireland’s best known brands, family businesses and export successes, included Diageo, Butlers Chocolates, The Happy Pear, Gallagher’s Bakery, Silver Hill Farm, Dawn Meats, Kerry Foods, Monaghan Mushrooms and Pip & Pear.
The awards were presented to nine companies by Michael Creed, TD, Minister for Agriculture, Food and the Marine. Bord Bia’s new Chief Executive Tara McCarthy announced the Award winners at the RDS ceremony which was hosted by Miriam O’Callaghan.
Branding Award: Diageo for Baileys
Consumer Insight Award: Butlers Chocolate
Digital Marketing Award: The Happy Pear
Entrepreneurial Award: Gallaghers Bakery
Export Award (Smaller Business – under €100m): Silver Hill Foods
Export Award (Bigger Business – over €100m): Kerry Foods for Cheestring
Innovation Award: Pip & Pear
Sustainability Award: Dawn Meats
Sustainability, Project Impact: Monaghan Mushrooms
The overall winners were chosen from an original shortlist of 24 companies which were selected by a team of seven independent judges with extensive experience in business, global markets, media, marketing, and sustainability.