Treating ourselves:

Moderation

Baileys by its nature is a low ABV product at 17%, but encouraging responsible drinking is always at the heart of what we do. In 2021 we created the ‘Treat Bar’ TV ad dedicated to responsible consumption, celebrating those times you might not want to drink but still want your delicious treat.

We’re proud to be a big part of our parent company Diageo’s efforts to promote road safety and prevent drink-driving. Together with the United Nations Institute for Training and Research (UNITAR), Diageo launched an anti-drink driving learning experience to help people understand the consequences of drink driving and supports our ‘Society 2030: Spirit of Progress’ target to change attitudes of five million drivers towards drink driving by 2030. ‘Wrong Side of the Road’ allows people to have a conversation with a drink driver to help them understand the effects of alcohol, and the shame and stigma that comes with drink driving.

We are also proud to support Diageo’s DRINKiQ.com platform, a dedicated responsible drinking tool available in 73 countries and 23 languages that provides facts about alcohol, the effects of drinking on the body and mind, and the impact of harmful drinking on individuals and society. DRINKiQ aims to inspire consumers to take action and empower them to achieve a balanced lifestyle – inviting them to change their attitudes to alcohol.