Diageo Great Britain will be embarking on the full national launch of Baileys' flavour extensions this Christmas, following successful trials.

Baileys with a hint of caramel and Baileys with a hint of mint will be launched into the off-trade next month, supported by a £2.5m spend.

The drinks giant said initial tests in Great Britain, the US and global duty free outlets showed that both flavours would drive sales of Baileys without cannibalising the original brand.

Brand manager Christina St Croix said: "Current trends see consumers striving to be the perfect host at Christmas and also seeking the perfect gift."

Topics