Don’t mind if I Baileys

Baileys’ new £3.6 million Christmas campaign has been launched to drive consumer awareness of the brand and support licensees looking to take advantage of its seasonal sales opportunity.

The Don’t Mind If I Baileys global campaign can be seen on TV, digital advertising and social media and positions Baileys as a modern and indulgent treat for the festive period.

Anna MacDonald, Baileys marketing director for Europe, says. “The versatility of Baileys is key to driving profits for licensees. Our latest marketing campaign aims to extend consumer understanding of all the different serve occasions – from coffee through to cocktails. As this awareness grows, we are encouraging licensees to take advantage of the opportunity by putting these serves on their menus.

“Last year, 6.5 million UK adults enjoyed a Baileys in December so now is the perfect time to offer customers these festive options. 68% of adults are likely to drink a cocktail after a meal. As well as the well-known classic, Baileys over ice, licensees should therefore consider serving Baileys with coffee, in a Flat White martini Cocktail or with hot chocolate as an indulgent dessert to take advantage of every sales opportunity this season.”

Meanwhile, Baileys Original Irish Cream has partnered with Pact Coffee to create The Baileys Blend. A roasted coffee crafted to complement one of the nation’s favourite Christmas tipples, it’s predicted that The Baileys Blend will excite Baileys and coffee lovers alike. Best enjoyed in a Flat White Martini or an Affogato with a Baileys twist, this coffee blend has been crafted by Pact’s master roaster to complement the iconic Baileys flavour.

Available in a limited-edition festive gift pack, this gift contains two 250g bags of The Baileys Blend, a 70cl bottle of Baileys Original Irish Cream and a gorgeous Bialetti Stovetop for making an after-dinner treat. This coffee is a blend of equal parts from two Colombian coffee farms, Milaflores and El Silencio. The blend offers a bright citrus acidity profile that is high in intensity, which allows it to hold its own alongside the sweet and creamy characteristics of Baileys.

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