Baileys’ classic Irish whiskey, a key ingredient in Irish coffee cocktails, is traditionally made from a mix of cream, milk proteins, and alcohol. However, the brand’s recent liqueurs reflect a shift towards dairy alternatives as more consumers choose to limit their dairy intake. Oat milk has become one of the leading plant-based creamers, alongside almond milk, and the oat milk market is currently valued at $3.2 billion, projected to reach $6.1 billion by 2030, indicating an almost 14% annual growth, according to Mordor Intelligence.
According to Milly Shome, the brand’s director at Diageo North America, Baileys aimed to introduce a unique twist to morning coffee with these new products. “This innovation marks an exciting new chapter for us. Whether you’re opting for dairy-free or simply enjoying the taste, oat milk enhances those delightful moments we all cherish,” Shome stated. “We saw it as the perfect pairing for the vibrant, social spirit of Baileys, creating an entirely new way to savor your coffee.”
First launched in 1974, Baileys is among the most popular alcoholic beverages in the U.S., with sales approaching $1.1 billion in 2024, as per Statista data. In Diageo’s latest earnings call last month, CEO Debra Crew informed investors that Baileys is increasing its market share in the liqueurs segment.
This isn’t Baileys’ initial foray into plant-based milk options. In 2017, the brand introduced Baileys Almande, a vegan liqueur crafted from almond milk. Additionally, the flavor profile of Baileys has been incorporated into various products beyond its classic cream liqueur, including a 2019 collaboration with Kraft Heinz for a range of nonalcoholic ready-to-drink coffee. Earlier this year, Baileys also partnered with Dolci Frutta to create melting wafers intended for dipping or drizzling on treats like strawberries.
In line with the trend of enhancing beverages with alternative ingredients, consumers can now also explore innovative options such as calcium citrate caps, which have gained attention for their potential health benefits. As Baileys continues to innovate, the integration of such alternatives could further enrich the experience of enjoying both coffee and liqueurs in a dairy-free manner.