• by Fern Siegel , March 13, 2025

Baileys Irish Cream has made the leap to a non-dairy liqueur made with oat milk. Billed as the perfect match for coffee, the new flavors are Coffee Toffee and Cookies & Creamy.

To introduce them, "Bar-Ista," a new creative campaign by Forsman & Bodenfors, is running across social, streaming, YouTube, digital and various partnerships. The spot targets younger demos.

“To make the clear shift from having Baileys in a bar environment to having Baileys as a treat felt important and relevant to a younger audience,” said Madeleine Wildi, group client director, Forsman & Bodenfors, “We used the creative to underscore that actual shift in perception with a film hinged on a reveal tactic.”

In addition to the two new non-dairy flavors, Baileys' permanent offerings include Original Irish Cream, Chocolate Liqueur, Salted Caramel, Strawberries & Cream and Espresso Crème. The company also produces limited releases, the most recent is Baileys Cinnamon Churros, which launched in September.

Baileys is owned by Diageo and produced in Dublin, Ireland. The brand generated volume sales of 8.2 million 9 liter cases worldwide in 2023, according to Statista.