Baileys debuts cinnamon churros flavour

Diageo-owned Irish cream brand Baileys has released a limited edition liqueur, inspired by the flavours of cinnamon churros.

Only available for a limited time, the new liqueur, inspired by the classic fried dough pastry, combines Irish cream, Irish whiskey, cinnamon and vanilla flavours. "We're always seeking new ways to satisfy the diverse palate of our customers, and we couldn't be more excited to introduce Baileys Cinnamon Churros Irish Cream Liqueur," said Whitney Mullen, director of Baileys and liqueurs at Diageo North America. "Inspired by the delicious treat everyone knows and loves, this limited-time offering will bring a familiar flavour to people in a new way that's as fun to sip as it is to share." To mark the launch, the brand has created a campaign called Don't Churro Solo', which encourages sharing and enjoying the liqueur in good company, much like the pastry. The campaign will be promoted in the US on trains and buses in New York City, Los Angeles, Houston, Chicago and Miami, through out-of-home (OOH) activations. In Miami, the brand will also host an immersive train experience that includes a ride with signature cocktails, special music performances and unique food pairings. Baileys said the liqueur is best enjoyed over ice, poured into coffee, or shaken in cocktails. The brand also recommends pairing it with reposado Tequila, whiskey, or Baileys chocolate cream. It can be purchased for US$24.99 in a 750ml bottle while supplies last. Baileys is the world's biggest selling liqueur brand. In August last year, Diageo was granted permission on a £26 million (US$33m) extension of its Baileys production site in Northern Ireland. Recently, the brand has experimented with aluminium and paper bottles as part of its sustainability plan.