The brand will be backed by £4.5 million through-the-line spend in the run-up to Christmas, including new TV ads, digital campaigns and display innovations including mini counter-top or in-fridge displays for 5cl bottles and red bows on all 35cl and 70cl bottles of Baileys Original in smaller shops.
The liqueur will also benefit from a £4 million winter campaign, advertising all Diageo's core brands and aiming to drive sales across the spirits category. The push follows a successful cross-brand summer promotion, for which Diageo teamed up with Coca-Cola Enterprises.
These promotions are part of a total £47 million spend on Diageo's brands this festive season, covering everything except price activity. The sum is more than the company has ever spent on its Christmas campaign before.
Sales director David Smith said: "I want retailers to totally transform their focus on spirits this Christmas. I absolutely guarantee that if that is what we inspire them to do they will make more money."
Other activities include backing for the company's seven-strong premix range, display innovations including pre-filled cross-brand display units, new gift packs focusing on themes that have been most profitable in the past and a major new Smirnoff campaign due to be announced next week.