As part of a global repositioning of Baileys as the ultimate adult indulgence, the outer packaging became a canvas for expression. The Baileys Festive Pack was one of the first to be released as part of the Limited Edition range. This series of 4 non-denominational labels were inspired by holiday craft. The packs sold out in record time.

Baileys Strawberries and cream was released as one of the first Limited Edition summer flavors. The outer pack sleeve was transformed to mimic the liquid itself. The front of the label was adorned with a finger painted representation of juicy strawberries and fresh whipped cream. This pack paved the way for future limited edition flavors and has been hugely successful for the brand – now being rolled out globally.