Baileys has unveiled a major new campaign to drive consumer awareness and sales through the vital Christmas trading period.

The £4.3 million ‘It’s not Christmas without You’ campaign will run through November and December, involving TV, social media and out-of-home advertising.

Alongside the media presence, there will be sampling events at shopping centres, retail stores and Christmas markets.

Baileys is the fourth biggest selling spirit at Christmas. Up to 6.5 million people enjoy the cream whisky over the festive season.

To support retailers, the company is launching a dedicated counter-top unit designed to sit beside the till to increase visibility and promote impulse purchases.

There will also be new POS to highlight the Baileys with coffee serve.

The materials are available in independent and wholesale channels on demand.

Anna MacDonald, brand director for Baileys in Europe, said: “Baileys is a spirit intrinsically linked with Christmas in the hearts and minds of consumers. “With 66% of total annual sales in the off trade made in October-December, it’s an absolute must-stock for retailers at this time of year to make the most of this profit opportunity.

“We’re emphasising the coffee serve suggestion with the new CTU and POS to help retailers inspire customers with the versatility of Baileys. Seventy million cups of coffee are drunk in the UK every day, so this opens up a huge sales opportunity for retailers to grow incremental Baileys sales both during the festive season and beyond.”

The brand has also re-launched the limited edition gold 50cl Baileys Chocolat Luxe bottle for the festive period.