Diageo launches new baileys aluminium bottle

Diageo, the maker of Johnnie Walker Scotch Whisky, Don Julio Tequila and Guinness Stout has today announced the launch of a 70cl aluminium spirits bottle with Baileys.

Baileys, the Original Irish Cream Liqueur and a B Corp certified brand, will debut the new aluminium format in March 2024 to coincide with B Corp Month. The new packaging will be available in select international airports for an initial trial period, giving shoppers in transit a lighter and more convenient bottle to travel with.

The new aluminium bottle is five times lighter than the traditional 70cl Baileys bottles with an anticipated 44% reduction in carbon3 versus the current glass bottle.

Certified as a B Corp brand since October 2022, Baileys is committed to improving its environmental impact, from the cows and farms where its cream is sourced in Ireland to its packaging and design. Baileys is proud to be one of only 8,250 global B-Corp certified brands, and the first Irish spirits brand to receive B Corp Certification. The certification demonstrates that Baileys is meeting the highest standards of verified performance, accountability, and transparency on factors from employee benefits and charitable giving to supply chain practices and input materials.

Diageo Global Travel is initially partnering with German travel retailer Gebr Heinemann GmbH for the release. The new bottle will be available on Heinemann’s loyalty programme platform first (Heinemann & Me), before being available for purchase in Amsterdam Schiphol, Frankfurt and Copenhagen international airports. Later in May, it will be available in domestic retailer stores across Germany for a limited time only.

Commenting on the announcement: Sarah Blake, Global Brand Director for Baileys said: “As the largest global spirits brand to join the B Corp movement, we are proud to drive our progress in the community with our latest innovation to deliver positive impact. While this is an important milestone for Baileys, we know that there is more we can do. We are already looking forward to the delivery of more initiatives as we journey towards our 2030 commitments.”

The trial of the new packaging format represents a move forward in Baileys’ sustainability journey, and supports Diageo’s wider 10-year ESG action plan ‘Society 2030: Spirit of Progress’. Diageo’s packaging contributes one third to its total Scope 3 carbon footprint and the lighter aluminium bottle contributes towards reducing this.