Diageo is launching a £4.3m multichannel campaign for Baileys to capitalise on the drink’s Christmas sales peak.

The cream liqueur is the UK’s ninth biggest-selling spirits brand, with sales up 6.8% year on year to £86.3m [Nielsen 52 w/e 12 September 2015]. Diageo claimed the brand rose to fourth place during the Christmas period, with two thirds of its sales in the fourth quarter of the year [Nielsen 12 w/e 3 January 2015].

Running this month and next, the It’s Not Christmas Without You campaign will comprise TV, outdoor, and social media activity alongside sampling events at shopping centres, stores and Christmas markets. 

The brand is also introducing a new dedicated counter top unit for 20cl bottles of Baileys Original, which it said could be placed next to the till and would help maximise impulse sales. The PoS highlights the serve of Baileys with coffee.

“Baileys is a spirit intrinsically linked with Christmas in the hearts and minds of consumers,” said Anna MacDonald, brand director for Baileys in Europe. “We’re emphasising the coffee serve suggestion with the new CTU and PoS to help retailers inspire customers with the versatility of Baileys. Seventy million cups of coffee are drunk in the UK every day [Mintel Coffee UK report], so this opens up a huge sales opportunity for retailers to grow incremental Baileys sales both during the festive season and beyond.”