Diageo is investing £3m in the launch of a new Baileys format.
Baileys Minis are being positioned as an indulgence purchase aimed at occasional drinkers of the brand.
Available from September, the miniature packs will contain four 70ml single-serve bottles and have a £5.49 price tag.
James Pennefather, Diageo senior innovation manager, said: "We have three million core Baileys drinkers and a further 10 million people who are occasionals and enjoy it at Christmas and special occasions, but see the brand as a latent choice at other times.
"By tapping into the indulgence treats sector, we are hoping to increase the frequency of these users."
Pennefather denied the innovation was a response to the introduction of Tia Lusso by rival Allied Domecq.
He said: "Our research kicked off well in advance of us knowing about Tia Lusso."
Baileys Minis will launch with its own ad campaign and feature on television series Sex and The City as part of the parent brand's sponsorship of the show.