Baileys is to be brought out of hibernation this spring with a campaign to encourage consumers to drink the cream liqueur all year round and not just at Christmas.

The company is putting £1m behind the campaign, which will run from this week through to the end of March.

A new TV ad will highlight the brand's indulgent side and create "crave appeal" by highlighting the brand's taste and texture.

A print campaign will run in the national press, featuring Baileys in key spring occasions, for example being poured over heart-shaped ice for Valentine's Day and shamrock-shaped ice for St Patrick's Day. Sampling activity will also take place in multiple grocers across the UK and 20cl Baileys Chocolate Cups gift-will be available, rsp £4.99.

"Baileys has long been associated with winter and particularly Christmas," said Rob Ward, senior brand manager. "This spring campaign and gifting offer will extend the seasonality of Baileys and boost sales."