Baileys is launching a £4.3m ATL campaign to drive mass consumer awareness of the product throughout the key seasonal sales period.

The ‘It’s not Christmas without You’ campaign will be active during November and December with TV, OOH, PR and social media activity, as well as a number of sampling events at shopping centres, retail stores and Christmas markets across the UK.

As part of a wider campaign to support retailers in maximising potential sales of Baileys the brand has launched a new dedicated counter top unit (CTU) and POS highlighting the Baileys with coffee serve, now available in independent and wholesale channels.

The CTU for 20cl Baileys Original can be placed next to the till in store, helping save on shelf space and increasing visibility to maximise the ‘impulse’ and fractional sales opportunity. With 20cl SKUs driving total fractional spirits growth, the unit not only helps retailers make the most of the association between Baileys, Christmas and coffee, but also provides the opportunity to tap into the popularity of smaller sized bottles.

Anna MacDonald, brand director for Baileys in Europe, commented: “Baileys is a spirit intrinsically linked with Christmas in the hearts and minds of consumers. With 66% of total annual sales in the off trade made in October-December, it’s an absolute must-stock for retailers at this time of year to make the most of this profit opportunity.

“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, so this opens up a huge sales opportunity for retailers to grow incremental Baileys sales both during the festive season and beyond.”