Diageo launches Baileys cream liqueur with oat milk

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Dive Brief:

• Irish whiskey maker Baileys is leaning into the growth in alternative coffee creamers with Non-Dairy Liqueur made with oat milk. There are two flavors, Coffee Toffee and Cookies & Creamy.
• The products from the Diageo-owned brand contain 17% alcohol by volume in each 750 milliliter bottle. They were designed for use in coffee, cocktails, or on their own.
• Plant-based alternatives to dairy products are becoming an even bigger staple in coffee — even among non-vegans — with 44% household penetration, according to Circana data.

Dive Insight:

Baileys’ standard Irish whiskey — a staple of Irish coffee cocktails — contains a blend of cream, milk proteins and alcohol. But the brand’s latest liqueurs signal the growing prevalence of creamer alternatives as more consumers limit their dairy consumption.

Oat milk has emerged as one of the most popular plant-based creamers alongside almond milk. The oat milk market is valued at $3.2 billion. It is projected to be worth $6.1 billion in 2030, which would amount to a nearly 14% annual increase, according to Mordor Intelligence.

Baileys wanted the products to add a special twist to morning coffee, according to a statement from Milly Shome, the brand’s director at Diageo North America.

“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,” Shome said. “We saw it as the perfect match for the lively, social spirit of Baileys, creating a whole new way to enjoy your coffee.”

Baileys, first released in 1974, is one of the most popular alcoholic beverages in the U.S., with sales of nearly $1.1 billion in 2024 according to Statista data. In Diageo’s most recent earnings call last month, CEO Debra Crew told investors Baileys is growing its market share in the liqueurs category.

This isn't Baileys' first entry into the plant-based milk category. In 2017, it launched Baileys Almande, a vegan liqueur made with almond milk.

The flavor and likeness of Bailey’s has also appeared in a variety of products beyond its traditional cream liqueur. These include a 2019 collaboration with Kraft Heinz on a line of nonalcoholic RTD coffee. The brand also joined with Dolci Frutta earlier this year on melting wafers designed to be dipped or drizzled on foods like strawberries.