Diageo is revamping Baileys with new packaging rolling out across the range.
The current look will be phased out before the summer and replaced with a sleeker bottle with changes also planned for extensions Glide and Baileys Minis.
The modernisation will be spearheaded by new television commercials.
A spokesman for the company said: “This is part of a global packaging relaunch and will be on shelf from July 2004.”
Sales of Baileys grew 4% to £90m in 2003, according to recent data from ACNielsen [52 weeks to January 24 2004], making it over four times bigger than its nearest rival in liqueurs and speciality drinks, Pimm’s No 1, which Diageo also owns.