BAILEYS ORIGINAL IRISH CREAM SAYS "WHY NOT?" TO A LITTLE MORE HOLIDAY INDULGENCE WITH "BRING ON THE BAILEYS"

The leading liqueur brand unveils a new global campaign with playful holiday creative, bringing spontaneity, indulgence and a fresh twist to classic winter traditions

NEW YORK, Oct. 20, 2026 /PRNewswire/ -- From the treats people look forward to all year to the spontaneous gatherings that become favorite memories, the holidays are a time to indulge in a little extra joy. This holiday season, Baileys is embracing spontaneity and indulgence with the launch of Bring on the Baileys, a new global platform introduced through two playful creative films, "Skater" and "Earrings," rolling out nationwide across social and digital channels in late October. The year-round platform invites people to break from the routine with the beloved ritual of enjoying Baileys Original Irish Cream, bringing a little magic to holiday celebrations and everyday treating moments alike.

Experience the full interactive Multichannel News Release here: https://www.multivu.com/baileys/9427651-en-bring-on-the-baileys-original-irish-cream-campaign-holiday-indulgence

Consumer research that helped shape the latest creative revealed a growing tension around the holidays: while adults love making Christmas feel special, the relentless pressure to curate a picture-perfect festive season has turned celebration into hard work. Bring on the Baileys shifts Baileys from a traditional reward saved for after the work is done to an effortless, immediate way to bring a little extra indulgence to festive gatherings. The platform invites people to embrace the present and make room for moments of joy amidst the holiday bustle.

"The holidays could use a little less fuss and a little more playfulness. With Bring on the Baileys, we're bringing a bolder, cheekier energy to the indulgence people already love us for," said Olivia Kupfer, Director, Liqueurs at Diageo. "Part treat, part booze, our creamy, smooth liquid over ice delivers the familiar taste fans count on while introducing a new generation of Baileys drinkers to this beloved ritual. It's an effortless way to add a splash of mischief to holiday traditions and turn gatherings into giddy get-togethers."

Developed by AMV BBDO, the campaign puts Baileys Original Irish Cream over ice, the brand's simple and iconic serve, at the heart of its seasonal storytelling. "Skater" brings that serve to life with a cheeky twist. Set against a festive lakeside gathering, three unexpected ice skaters arrive to deliver Baileys in stemmed coupe glasses adorned with strands of pearls and red gems draped over the rims, adding sparkle and festive fun to the occasion.

"Earrings" brings the campaign's mischievous spirit to a busy hair salon, where a moment of pampering takes an unconventional turn. One character unscrews the miniature Baileys bottles dangling from her ears and pours Baileys over ice for her fellow salon-goers, turning a familiar routine into a spontaneous indulgent moment. Together, "Skater" and "Earrings" anchor a wider campaign spanning out-of-home advertising, social media and radio, extending the playful invitation to "Bring on the Baileys" throughout the holiday season.

There's always room for a little more Baileys, so the brand is also giving holiday hosts and guests even more ways to indulge throughout the season. From Baileys Original Irish Cream over ice to the classic Baileys Espresso Martini and seasonal serves like the Baileys Gingerbread Martini, there's a delicious Baileys serve for every holiday gathering.

The brand is also introducing a range of limited-time holiday offerings, including Baileys Candy Cane packs featuring 50mL bottles, festive bottle bows, and a special set pairing Baileys Original Irish Cream with a cocktail glass, perfect for gifting and bringing joy to the season. Baileys Original Irish Cream and select seasonal offerings are available nationwide wherever spirits-based beverages are sold for adults 21+.

To explore recipes, discover Baileys offerings, find where to purchase your favorite Baileys products for the holiday season, or watch the campaign films, visit www.BAILEYS.com.

About Baileys:

BAILEYS launched in Ireland in 1974. It is now available in 180 markets worldwide and is one of the highest selling liqueurs in the world. Owned by R&A Bailey & Co., BAILEYS is currently ranked 7th among all distilled spirits sold worldwide. It's the signature delicious balance of Irish Cream, whisky and fine spirits that makes BAILEYS Original Irish Cream the perfect little indulgence when you need a break from your daily routine. The BAILEYS portfolio includes Original Irish Cream, Chocolate, Salted Caramel, Espresso Crème, Strawberries & Cream, Coffee Toffee Non-Dairy Made with Oat Milk and Cookies & Creamy Non-Dairy Made with Oat Milk.

Core Variants:

• Baileys Original Irish Cream Liqueur ($24.99)
• Baileys Chocolate Liqueur ($24.99)

About Diageo:

Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer categories. These brands include Johnnie Walker, Crown Royal, J&B and Buchanan's whiskies, Smirnoff and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

 Diageo is a global company, and our products are sold in nearly 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com for information, initiatives, and ways to share best practice.

Crafting iconic drinks chosen for life's moments.

SOURCE Baileys