On March 4, 2025, Baileys, the iconic Irish cream liqueur brand, made waves in the spirits industry with the announcement of a permanent addition to its award-winning portfolio: Baileys Non-Dairy Liqueur Made With Oat Milk. Available in two indulgent flavors—Coffee Toffee and Cookies & Creamy—this launch marks a significant step for the brand as it embraces the growing demand for plant-based alternatives while staying true to its signature creamy decadence. For coffee lovers, dessert enthusiasts, and those seeking dairy-free options, this innovation promises to elevate everyday moments into something extraordinary. Let’s dive into what this launch means, why it’s happening now, and how it fits into the broader landscape of food, drink, and consumer culture.
A Legacy of Indulgence Meets Modern Tastes
Since its inception in 1974, Baileys has been synonymous with indulgence. The original Irish Cream Liqueur—a groundbreaking blend of Irish whiskey, dairy cream, and hints of chocolate and vanilla—redefined the liqueur category and became a global sensation. Today, Baileys is the world’s top-selling liqueur, available in 180 markets and boasting sales of nearly $1.1 billion in 2024 alone. Its success lies in its ability to transform simple moments—whether a quiet evening with a glass over ice or a festive Irish coffee—into luxurious treats. But as consumer preferences evolve, Baileys has shown it’s not content to rest on its laurels.
The introduction of Baileys Non-Dairy Liqueur Made With Oat Milk is the brand’s latest move to stay relevant in a dynamic market. This isn’t Baileys’ first foray into plant-based territory—back in 2017, it launched Baileys Almande, a vegan-friendly liqueur made with almond milk. While Almande was well-received by dairy-free drinkers, it catered to a niche audience with its lighter, nutty profile. The new oat milk-based liqueurs, however, signal a bolder, more mainstream approach, aligning with the skyrocketing popularity of oat milk and the broader “treating culture” that Baileys has championed for decades.
Milly Shome, Director of Baileys & Liqueurs at Diageo North America (Baileys’ parent company), sums up the ethos behind this launch: “With Baileys Non-Dairy Liqueur Made With Oat Milk, we wanted to bring the flavor and something extra special to turn even the simplest of moments into memorable experiences. Whether you go dairy-free or just enjoy how it tastes, oat milk elevates those treating moments we all love.” This statement reflects Baileys’ dual focus: catering to dietary needs while appealing to flavor-driven consumers who simply crave something new.
Why Oat Milk? The Perfect Match for Baileys’ Spirit
So why oat milk? The choice isn’t arbitrary. Over the past decade, oat milk has emerged as a darling of the plant-based world, surpassing almond milk as the fastest-growing dairy alternative in many markets. Its creamy texture, subtle sweetness, and versatility make it a natural fit for a brand built on velvety richness. Unlike coconut milk, which can impart a distinct flavor, or almond milk, which can feel thin, oat milk strikes a balance that mimics the mouthfeel of dairy cream—crucial for replicating Baileys’ signature lusciousness.
The numbers back this up. According to Circana data, plant-based creamers have achieved 44% household penetration in the U.S., with oat milk leading the charge alongside almond milk. Beyond its textural appeal, oat milk resonates with a broad audience: vegans, the lactose-intolerant, and flexitarians who simply enjoy its taste. Shome notes, “We opted for oat milk because of its signature creaminess, soaring popularity as one of the fastest-growing milk alternatives, and because it’s universally beloved—both by those who have dairy intolerance as well as by those who simply love the delicious taste of oat milk.” This universality is key—Baileys isn’t just targeting a niche; it’s inviting everyone to “opt oat” and join the party.
The two new flavors—Coffee Toffee and Cookies & Creamy—lean into this creamy base with gusto. Coffee Toffee combines oat milk with notes of coffee and rich caramel, offering a decadent twist for coffee shop aficionados. Cookies & Creamy, meanwhile, evokes nostalgia with hints of vanilla and chocolatey cookies, reminiscent of a dunked Oreo or a childhood milkshake. Both maintain the classic Baileys formula of smooth Irish whiskey and fine spirits, clocking in at 17% ABV (alcohol by volume), the same as the original. Priced at $24.99 for a 750ml bottle (with smaller 100ml 3-packs at $11.99 and 50ml bottles at $2.99), they’re accessible nationwide wherever spirits are sold, making them an easy addition to any liquor cabinet.
Tapping Into the Coffee Craze and Beyond
Baileys has long known that coffee is its killer app. “The number one way drinkers use Baileys is in coffee,” Shome explains, and this launch doubles down on that insight. The new liqueurs are designed to shine in hot or iced coffee, offering a luxurious upgrade to your morning brew or afternoon pick-me-up. Imagine a Coffee Toffee Brown Sugar Shaken Oat Milk Latte—a recipe Baileys has shared that blends the Coffee Toffee variant with brown sugar and cold foam—or a simple splash of Cookies & Creamy in your cold brew. These aren’t just drinks; they’re experiences, turning a utilitarian caffeine hit into a moment of indulgence.
But the versatility doesn’t stop there. Baileys envisions these liqueurs in cocktails (think a Cookies & Creamy espresso martini) or sipped neat over ice, appealing to both mixologists and casual drinkers. The brand’s messaging emphasizes flexibility: “Whether adding it to your favorite cold brew, mixing up a cocktail for friends to kick off the weekend, or sipping while streaming your latest TV obsession, Baileys Non-Dairy Liqueur Made with Oat Milk is the ultimate choice for those who desire more than a little treat in every sip.” This adaptability mirrors the original Baileys’ playbook—drizzle it, mix it, sip it—but with a modern, dairy-free twist.
The Bigger Picture: Plant-Based Booze and the “Treating” Trend
This launch arrives at a pivotal moment for the spirits industry. Plant-based beverages are no longer a fringe phenomenon; they’re a $26 billion market (as of 2022), with growth showing no signs of slowing. Dairy consumption, meanwhile, is declining—down 42% in the U.S. since Baileys’ debut 50 years ago. Consumers are seeking alternatives not just for health or ethical reasons but because they want variety and flavor innovation. Baileys’ oat milk liqueurs tap into this shift, offering a product that’s both inclusive and indulgent.
The move also reflects what Shome calls the evolution of “treating culture.” Once confined to desserts or special occasions, treating has become an everyday ritual—think pumpkin spice lattes in September or a midweek pastry run.
“Treating isn’t just about dessert anymore—it’s become part of everyday life,” she says. By positioning these liqueurs as a way to “elevate coffee moments” or “satisfy your sweet tooth,” Baileys is riding this wave, ensuring it remains the go-to brand for small, affordable luxuries.
Competitively, Baileys isn’t alone in the dairy-free liqueur space. Brands like Misunderstood Whiskey Co. (with its oat milk-based Oat Nog) and Black Lines (Europe’s hard oat nog) have carved out seasonal niches, while Baileys Almande paved the way for vegan options. But the permanence of this oat milk lineup—and its coffee-centric focus—sets it apart. Unlike Almande’s almond-forward profile, these new offerings feel closer to the classic Baileys experience, broadening their appeal.
Taste Test: How Do They Stack Up?
So, how do they taste? Early buzz suggests they deliver on Baileys’ promise of creaminess without compromise. Compared to the original Irish Cream, the oat milk versions are slightly less thick but still impressively smooth, with the oat flavor subtle enough to let the toffee or cookie notes shine. Blind testers might not even clock the absence of dairy—the focus stays on the bold flavors and that familiar whiskey warmth. It’s a testament to Baileys’ formulation expertise that these feel like natural extensions of the brand, not gimmicks.
The Coffee Toffee variant is a standout for coffee lovers, balancing roasted coffee depth with caramel sweetness. It’s less cloying than some flavored liqueurs, making it a versatile mixer. Cookies & Creamy, meanwhile, leans into dessert territory—think milk and cookies in liquid form, with a hint of chocolate that lingers pleasantly. Both avoid the pitfalls of overly sweet or artificial-tasting competitors, staying true to Baileys’ reputation for quality.
Challenges and Opportunities Ahead
Of course, no launch is without risks. Cross-contamination could be a concern for strict vegans or those with dairy allergies, as the bottles note they’re “manufactured in a shared environment with products that contain milk.” Baileys will need to reassure consumers about its production process to fully win over the plant-based crowd. Pricing, too, could be a hurdle—$24.99 aligns with the original, but some might expect a discount for a non-dairy alternative, given oat milk’s lower production costs compared to dairy cream.
On the flip side, the opportunities are vast. Diageo’s recent earnings call highlighted Baileys’ growing market share in the liqueur category, and this launch could further solidify its dominance. By appealing to both dairy-free drinkers and flavor chasers, Baileys is casting a wide net. Seasonal campaigns—like holiday cocktails or summer iced coffee recipes—could keep the momentum going, while partnerships with coffee brands or cafes might amplify its reach.
The Verdict: A Bold Step Forward
Baileys Non-Dairy Liqueur Made With Oat Milk is more than a product launch—it’s a statement. It shows a heritage brand adapting to a changing world without losing its soul. For the lactose-averse, it’s a long-awaited treat; for Baileys loyalists, it’s a fresh twist on a classic. And for the curious, it’s an invitation to rethink what a liqueur can be.
As of March 5, 2025, these bottles are hitting shelves nationwide, ready to transform your next coffee break or cocktail hour. Whether you’re dairy-free by necessity or just here for the flavor, Baileys is betting you’ll find something to love. In a world where indulgence and innovation increasingly go hand in hand, this oat milk revolution feels like the perfect sip for the moment. So go ahead—pour a glass, opt oat, and treat yourself. Baileys has once again proven it knows how to keep the party going, one creamy sip at a time.
