Baileys has launched a dedicated counter unit (CTU) to help retailers drive sales of the product throughout the key seasonal sales period - alongside a £4.3m media campaign to raise brand awareness.

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

The CTU and accompanying POS highlight the Baileys-with-coffee serve, and are now available in independent and wholesale channels on demand.

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. 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, according to brand owner Diageo.

Anna MacDonald, brand director for Baileys in Europe, said: “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 (Nielsen Scantrack), 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.”

The brand has also re-launched the limited edition gold 50cl Baileys Chocolat Luxe bottle for the festive period.