By Allison Watkinson
TLL Reporter
Maurizio Distefano is expanding Bailey’s licensing program across Italy with co-branded food & beverage products from new and existing licensees.
The recently released Bailey’s products from Italian licensees include ice cream from Mec3, refrigerated desserts from Dessert Manifattura, coffee cream from Caffè Borbone, shortbread biscuits from Vicenzi and pastries from Bauli.
“We are very proud of the results that Bailey’s is achieving,” said Maurizio Distefano Licensing president, Maurizio Distefano. “We increasingly believe in the licensing market in the food category, which, especially in Italy, is rapidly expanding. The products made have shown how versatile Bailey’s is and how it can bring its unrivaled elegance and taste to a wide range of sweet foods.”
This year is a significant one for the top Italian licensing agency. Maurizio Distefano Licensing celebrates the tenth anniversary of its foundation this year, with this latest deal underlining the rapid growth of the agency.
Over the past decade, Maurizio Distefano has become one of the top 40 agencies in the world, the second largest by licensed revenue in Europe, and the top agency in Italy.
The newest licensed product to launch in the Italian retail market is high-quality Bailey’s inspired ice-cream from the Mec3 gelato and pastry company. The launch took place in January 2024 in numerous ice cream stores throughout the country.
Dessert Manifattura has created and launched three refrigerated dessert products based on flavors from the Bailey’s liqueur brand.
Available at Italian supermarket retailers throughout 2024, the licensed Dessert Manifattura products include Chocolate & Bailey’s, Tiramisù with Bailey’s and Caramel & Bailey’s varieties.
Available for purchase since November 2023, Caffè Borbone recently launched a licensed coffee cream treat that combines flavors from Bailey’s Irish Cream liqueur with Caffè Borbone’s high-quality roasted coffee beans and locally-sourced dairy creamer.
The Vicenzi pastry and biscuit company has launched a special limited-edition version of its Grisbì cream-filled shortbread biscuits in collaboration with the Bailey’s brand.
The licensed Vicenzi x Bailey’s Grisbì biscuits feature high-quality chocolate shortbread and a soft Bailey’s cream filling.
For the sixth consecutive year, the Bauli pastry company is offering a special Bailey’s flavored Colomba cake for traditional Italian Easter celebrations.
The limited-edition seasonal cake joins several other licensed products from Bauli’s dedicated Bailey’s branded collection.
In addition to the traditional Colomba cake, the Bauli x Bailey’s pastry collection includes traditional Italian cake varieties called the Pandoro and the Panettone.
The Bailey’s flavored Pandoro and Panettone pastries were initially launched by the company as part of its 2023 Christmas collection.
The seasonal Bauli x Bailey’s Pandoro and Panettone pastries will be marketed to consumers during the upcoming 2024 holiday season.
The Maurizio Distefano Licensing agency is responsible for managing the Italian licensing rights for the Bailey’s brand on behalf of the multinational liquor company, Diageo.