In celebration of National Donut Day, Diageo’s Baileys brand has partnered with Great Spirits Baking Company to launch Baileys-flavored vanilla donuts. Beanstalk, Diageo’s global brand extension licensing agency, brokered this agreement.
This vanilla donut will be a new flavor for a Baileys baked good – extending the baked goods category which already includes baking mixes, cheesecake, cakes and a chocolate donut.
These non-alcoholic cake donuts are drizzled with a Baileys Irish Cream. The Diageo and Great Spirit Baking Co. donuts are the first major retail play for any alcohol-branded donuts.
“We continue to push the boundaries of innovation with the Baileys brand and are excited to extend Baileys into additional donut flavors,” says Declan Hassett, senior licensing manager, Diageo.
The Baileys donuts will be available in June at major grocery stores in the U.S.