IRELAND. Diageo Global Travel has unveiled a festive Baileys Treat Stop activation in partnership with ARI and Dublin Airport for the Christmas holiday season.
The activation spans two locations in Dublin Airport Terminal 2: the Baileys Treat Stop inside ARI’s Dublin Airport Duty Free and the Baileys Treat Bar airside. Both run from 5 November to 31 December.
At the heart of the campaign is a limited-edition Baileys Festive Bottle created exclusively for travel retail and available only at the Treat Stop, while stocks last.
The design, developed with Diageo’s Innovation R&D team, uses digital print technology to ensure each bottle is unique.
The Treat Stop features tastings, gifting elements and personalisation options, alongside a festive photo booth to drive engagement.
Diageo noted gifting is as a key purchase driver for almost a third of travelling consumers (m1nd-set 2024), and thus its activation space leans heavily into seasonal shopper motivations.
At the Baileys Treat Bar airside, passengers can order a menu of Baileys-inspired serves including Baileys on Ice; the ‘Tis the Season Hot Chocolate with Baileys whipped cream and caramel drizzle; Baileys Iced Coffee with popping pearls; and the Baileys Chocolate Indulgence Martini.
Each serve comes with a complimentary Baileys chocolate truffle, and non-alcoholic coffee options are also available.
Diageo Global Travel Managing Director Andrew Cowan said, “We are delighted to be giving consumers the ultimate gift this festive season when travelling, with the Baileys Treat Stop in Dublin Airport.
“We know gifting is huge for duty free at this time of year and for a limited time only consumers passing through Terminal 2 can pick up a festive Baileys bottle edition, exclusive to Dublin airport.”
Baileys Global Brand Director Sarah Blake commented, “We’re absolutely thrilled to bring the magic of Baileys to Dublin Airport with our first-ever Baileys Treat Stop – an entire festive world of Baileys brought to life.
“Visitors can indulge in exclusive serves, limited-edition treats and seasonal gifting, all in one place.”
ARI Chief Commercial Officer Anthony Kenny said, “As the festive season gets underway, we are excited to work with the team in Diageo to bring a truly special experience to life in Dublin Airport Duty Free.
“We are especially proud to offer passengers the new world-exclusive Baileys Festive bottle, and this launch is testament to our long-standing partnership and shared commitment to delivering world-class experiences to passengers.” ✈
