Bacardi-Martini is set to launch a rival to Diageo's Bailey's Irish Cream, with a new brand called Kalyr. The multi-million pound launch will mark Bacardi's venture into the £270m UK market for cream drinks, having previously focussed purely on white spirits and its eponymous drinks. Kalyr, a blend of rum and exotic fruit, will initially be tested in Northern Ireland ahead of a national roll-out in the next few months. Bailey's currently commands a 62.2% share of its market, with Allied Domecq-owned Tia Maria holding just 4.4%.

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