Morrisons has reduced the price of 1L Baileys to £11 in preparation for the holiday season. This discounted rate, down from the usual price of £14, presents a £3 saving. The offer is valid until Sunday, November 2 in England and Wales, and no loyalty card is required to benefit from the lower price.
In comparison, Asda currently sells the same size Baileys for £13.98, while Sainsbury’s offers it at £22 (£14 with a Nectar card), and Tesco sells it for £22.50 (£14 with a Clubcard).
Last year, Morrisons had dropped the price of Baileys to £8.50, albeit requiring a £45 spend and Morrisons More membership to access the deal. Sainsbury’s and Tesco had also reduced the price to £10 for Nectar and Clubcard members. Baileys is a popular Irish cream liqueur made from whiskey, cream, and hints of cocoa and vanilla.
In other news, Morrisons is gearing up to convert numerous corner shops into its branded convenience stores. The plan involves launching 250 new Morrisons Daily convenience stores next year by enabling corner shop owners to rebrand their establishments as Morrisons franchises. This expansion will focus on areas where Morrisons has limited presence, particularly in southern cities and the Midlands.
This strategic move signifies a significant acceleration of Morrisons’ growth strategy, with approximately 160 convenience stores expected to open this year. A spokesperson for the company highlighted ambitious plans to bring Morrisons Daily to more customers across the UK through a franchise model that facilitates rapid store additions in a capital-efficient manner.
Meanwhile, Morrisons is undergoing a restructuring process that includes the closure of 103 stores, cafes, florists, and pharmacies this year. The supermarket chain has already shut down 17 Morrisons Daily convenience stores as part of this initiative. Additionally, more than 50 cafes, 13 florists, four pharmacies, all 18 Market Kitchens, 35 meat counters, and 35 fish counters are set to permanently close due to a comprehensive review identifying these services as not cost-effective.
Rami Baitiéh, Chief Executive of Morrisons, expressed understanding of the disruption caused by these changes and emphasized plans to collaborate with third parties to offer relevant specialist services in affected stores.