Baileys spikes Australia’s late-day latte

Baileys has partnered with Toby’s Estate Coffee to turn Sydney and Melbourne cafés into adults-only pop-up bars.

‘Afternoon Flip’ will serve bespoke coffee cocktails, including the Melbourne Magic Espresso Martini, Sydney Iced Latte, Baileys Caramel Coffee, Baileys S’mores and Baileys Matcha Coffee.

The concept responds to growing demand for creative, late-day coffee experiences.

Late-day lattes in high demand

Whether it’s to stay focused for work or simply to savour the flavour, coffee consumption is at an all-time high.

A study conducted by Decibel Research found that 76% of Australians experience an afternoon energy slump.

Coffee after 3pm is booming, with almost 45% of Australians regularly enjoying a late-day brew and 36% reporting they’re drinking more afternoon coffee than they were a year ago.

Yet, 70% of Aussies struggle to find a café still open to satisfy their cravings.

Almost 60% are craving spaces to linger longer and wish Australian coffee culture embraced Europe’s late-night café vibes.

They’re craving more creativity too, with 36% hoping for later trading hours and 26% looking for more indulgent afternoon coffee drinks.

More than 54% admitted to trying a coffee-based cocktail, with Espresso Martinis leading the charge in popularity.

Of those, 35% say a coffee cocktail feels most appealing on a night out, followed closely by parties and celebrations.

Afternoon coffee gets a boozy makeover

The activation demonstrates how extending trading hours and offering unique experiences can generate additional revenue for cafés and bars.

It also showcases Baileys’ signature portfolio.

“Baileys is synonymous with treating moments,” said brand manager Laura Rey.

“By partnering with Toby’s Estate, we’re showing how Baileys Original Irish Cream and Baileys Chocolate can elevate coffee occasions and create new revenue streams for trade.”

Sydneysiders can experience the menu firsthand at Toby’s Estate Chippendale from 4pm to 7pm on November 27 and 28.

Melburnians will get the chance to visit Toby’s Estate Fitzroy from 2pm to 5pm on December 13 and 14.

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