Diageo-owned brand Baileys has introduced two new dairy-free liqueurs to its permanent range, marking the cream liqueur giant’s latest move into the growing plant-based spirits market.
The new products, Coffee Toffee and Cookies & Creamy, blend Irish whiskey with oat milk and are bottled at 17% ABV. These offerings represent the brand’s first permanent oat milk-based additions to its portfolio.
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Strategic Expansion into Dairy-Free Market
“This innovation marks an exciting new chapter for us. Whether you go dairy-free or just enjoy how it tastes, oat milk elevates those treating moments we all love,” said Milly Shome, director of Baileys and liqueurs at Diageo North America. “We saw it as the perfect match for the lively, social spirit of Baileys, creating a whole new way to enjoy your coffee.”
As the world’s largest liqueur brand, moving 8.2 million cases in 2023, this expansion seeks to tap into growing consumer interest in plant-based alternatives.
Pricing and Availability
Both flavors are now available across the US market at $25 for a 750ml bottle, with smaller formats priced at $12 for 100ml three-packs and $3 for 50ml bottles.
This isn’t Baileys’ first venture into dairy-free territory. In 2016, the brand launched Almande, made with almond milk. However, the dairy-free spirits landscape has evolved significantly since then.
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Shome added, “With Baileys Non-Dairy Liqueur Made with Oat Milk, we wanted to bring the flavor and something extra special to turn even the simplest of moments into memorable experiences.”
The company has also developed signature cocktail recipes for the new products, including a brown sugar shaken oat milk latte using Coffee Toffee and an oat milk Dalgona coffee featuring the Cookies & Creamy liqueur.
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