Exports

Bord Bia aiming to boost sale of smaller cream liqueurs in China as Baileys dominates market

The popular drink was given regional protection status in China in 2019 and is the state agency’s largest drinks export to the country

Baileys Irish Cream is the leader in the multi-million euro Chinese liqueur market. Picture: Getty

Bord Bia is eyeing options to expand the range of Irish cream liqueurs for sale in China’s major economic hubs as exports to the region continue to grow.

According to a market research tender issued this week by the state agency, exports of the popular drink hit €6.5 million in 2021, however smaller brands like the Abbeyleix-distilled O’Mara’s and the Dungarvan-produced Merry cream liqueurs are less well-known than the dominant Baileys brand.

The popular drink, ...