Baileys is launching a new £3.6m festive campaign, while its 50cl Chocolate Luxe variant is set to become a permanent addition to the range.

The ‘Don’t Mind if I Baileys’ global campaign is rolling out across the UK this month following its launch in Europe on 11 November. The campaign includes TV, broadcast, digital advertising and social media activity.

Anna MacDonald, Baileys’ marketing director Europe, said: “Baileys is a spirit intrinsically linked with Christmas in the hearts and minds of consumers. So much so that a huge two thirds of Bailey’s total annual sales in the off trade are made in October to December, making it an absolute must-stock for retailers at this time of year. The versatility of Baileys has made it an increasingly popular addition to cocktails and coffees at home, so the sales opportunity for the brand is huge, particularly during Christmas.”

Alongside this activity, the 50cl Baileys Chocolat Luxe bottle will be added to the range permanently as a result of its ongoing popularity amongst consumers. The variant, which is presented in gold bottle packaging, has helped the brand grow by 8.1% in value sales and added £394k to the creams category (Nielsen, total GB off trade, 18.06.16)