Baileys Brew

Leprechauns' delight

"It's almost been too successful," says Ireland's Keith MacCarthy-Morrogh, 37, assistant managing director of Gilbeys, which makes a concoction known as Baileys Original Irish Cream Liqueur. First introduced to the worldwide liquor trade only six years ago, Baileys, a sweet blend of chocolate, cream and whisky, now outsells such established after-dinner favorites as Cointreau and Grand Marnier. Annual production of Baileys at Gilbeys' Dublin plant has grown from 25,000 cases in 1976 to 2 million.

In the U.S., Baileys' largest market, distributors suggested that 12,000 cases be cautiously introduced in 1979. Sales that year unexpectedly totaled 80,000 cases and by 1981...

Want the full story?

Subscribe Now


Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!