The new design, which is being rolled out across all variants of Baileys from this month, is taller and slimmer than the previous bottle.
The launch of the new Baileys bottle is being backed by marketing activity and point of sale material.
Chris Lock, Baileys category marketing director for western Europe at Diageo, said the new design “stays true to Baileys iconic heritage”.
“We are confident that this, coupled with the same great-tasting liquid, will not only have more impact on shelf, but also affirm Baileys position as a modern drink for the modern woman,” said Lock.
“Baileys is the original cream liqueur, and enjoys a significant 78.2% share of the cream liqueur market, which is why it is vital that we continue to drive and shape the category with exciting news and innovation.”