With 6.5 million consumers buying Baileys at Christmas, the brand has unveiled details of a £4.3m festive campaign.

Running this month and next, the brand’s ‘it’s not Christmas without you’ campaign includes TV and outdoor advertising, as well as PR and social media activity. Sampling activity will also take place in shopper centres, stores and Christmas markets.

Retailers can promote the brand in store with new PoS, available from wholesalers, that encourages customers to try Baileys Original with coffee.

To tap into the growth of 20cl formats, a new counter top unit is available that can be placed next to the till to tap into impulse sales.

Anna MacDonald, brand director for Baileys, said: “With 66% of total annual sales in the off-trade made in October-December, it’s a must-stock for retailers at this time of year.”