Licensees Focus


17 Nov - 2022

Brand extension agency Asembl has teamed up Diageo’s Baileys with Sara Lee for a multi-year partnership of game-changing desserts.

First to launch as part of the partnership are two delectable desserts – Baileys Deluxe Baked Cheesecake and Baileys Deluxe Chocolate Pudding – which are both now available in the chilled and freezer section of Coles stores across Australia.

Delicious and indulgent, the Baileys Deluxe Baked Cheesecake serves up an unmistakeable Bailey’s Irish Cream flavoured baked cheesecake with an indulgent Bailey’s flavoured topping.

Asembl Diageo’s BaileysA deep chocolate pudding topped with an indulgent sauce flavoured with the taste of Baileys, the Baileys Deluxe Chocolate Pudding is perfect to share with friends, family, or unexpected guests.

We are thrilled to collaborate with Sara Lee on the new deluxe range that can make entertaining easy at home during the festive season.  The range brings together the distinctive flavours of Baileys and Sara Lee, two brands well known and extremely loved by Aussie households”, said Diageo Marketing Manager Gin, Liqueurs & Non-Alc, Linda Wellington.

We are incredibly excited to bring together two iconic brands in Sara Lee and Baileys to celebrate this festive season.  Baileys is incredibly popular at this time of year, so it is the perfect opportunity to bring our Sara Lee baking expertise and heritage and pair it with the indulgent flavour of Baileys to create two fantastic desserts, a Baked Cheesecake and Chocolate Pudding inspired by Baileys.  They are perfect to share with friends and family, or unexpected guests throughout the festive season”, said Sara Lee Head of Marketing and Innovation, Jo Matthews.

We are really pleased to have secured this multi-year partnership with Sara Lee on behalf of Diageo for Baileys.  The Baileys Deluxe Baked Cheesecake and Baileys Deluxe Chocolate Pudding are the first of many game-changing desserts to launch and are truly love at first bite.  Both Baileys and Sara Lee are much favoured treats, so we invite you to indulge your tastebuds in this most delicious partnership”, said Asembl Managing Director, Justin Watson.

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