Diageo’s Baileys Irish cream liqueur brand is to sponsor the new series of Desperate Housewives in the UK.

The sponsorship will run from the first episode tomorrow (27 January) until June 2010 across Channel 4 and E4.

Baileys idents will be shown before and after the advert breaks during Desperate Housewives throughout the 23-episode season. In addition, the firm is investing GBP1m (US$1.6m) on a marketing campaign for the brand running throughout Valentine’s Day, Mother’s Day and Easter.

A number of TV advertisements will also launch on 8 March and will run until Easter weekend.

Violeta Andreeva, Baileys brand manager at Diageo Great Britain, said: “We’re really pleased to be working with Channel 4 and for our Baileys idents to be featuring in the sixth season of Desperate Housewives, one of the most popular TV programmes for women 18-49.”

In October, Diageo launched its Baileys Coffee liqueur in Sweden.

GlobalData Strategic Intelligence

US Tariffs are shifting - will you react or anticipate?

Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.

By GlobalData

The coffee-flavoured version launched via state-owned alcohol retailer Systembolaget.

Subscribe to Just Drinks for just £1 for 1 month

Stay ahead with unbiased news, expert commentary, and in-depth features on global topics.

As a trusted provider of data and insights, Just Drinks collaborates closely with industry leaders and professionals to offer unique thought leadership and analysis. Gain a deeper understanding of the apparel industry’s trajectory and the priorities shaping the profession.

What’s included in your subscription:
  • Personalized Access: Secure login to Just Drinks
  • Industry News & Expert Commentary: Timely updates and exclusive C-level interviews.
  • Case Studies & Deep Dives: Real-world applications and in-depth analyses.
  • Exclusive Subscriber Newsletter: Weekly top features, plus a new thematic report and webinar.

Ready to stay informed?

Subscribe to unlock exclusive content.

Already a subscriber? Sign in to access your account.

Just Drinks Excellence Awards - Have you nominated?

Nominations are now open for the prestigious Just Drinks Excellence Awards - one of the industry's most recognised programmes celebrating innovation, leadership, and impact. This is your chance to showcase your achievements, highlight industry advancements, and gain global recognition. Don't miss the opportunity to be honoured among the best - submit your nomination today!

Nominate Now