Asembl is bringing the iconic taste of Baileys Original Irish Cream Liqueur to the ice-cream aisle with The Magnum Ice Cream Company for the launch of the alcohol-free Magnum Mini Inspired by Baileys.
Produced at The Magnum Ice Cream Company's Minto facility in New South Wales, Australia, the new mini-sized stick combines the distinctive flavour of Baileys with velvety vanilla ice cream, Magnum's signature cracking chocolate and crunchy croquant biscuit pieces.
“We're excited to partner with Magnum, one of the world’s leading premium ice-cream brands, to bring the distinctive taste of Baileys into an unexpected new format opening up new occasions to enjoy the world's most loved spirits brand,” said Declan Hassett, senior licensing manager at Diageo.
“This partnership builds on the success of Baileys' long-standing licensing programme, which extends the brand beyond the bottle through carefully selected partnerships that strengthen its relevance and create exciting new consumer experience.”
Available in a six-pack, Magnum Mini Inspired by Baileys is a delicious non-alcoholic treat and has started rolling out nationally.
According to Kalli Swaik, ANZ marketing director at The Magnum Ice Cream Company, consumers continue to seek out small moments of indulgence, and collaborations between iconic brands are a powerful way to bring something new and exciting to familiar categories.
“Magnum and Baileys share a heritage of premium indulgence, making this a natural partnership,” Swaik said.
“By combining the distinctive taste of Baileys with Magnum's signature cracking chocolate experience, we've created a product that delivers the best of both brands in a completely new way.”
Justin Watson, managing director at Asemble, said the company is thrilled to be bringing together the leading ‘adult treat’ brand with one of Australia’s favourite ice-cream stick brands for this creamy snackable indulgence.
“This summer, adults can crack into a luxurious treat that’s truly hard to resist with Magnum Mini Inspired by Baileys which serves up premium ice-cream on a stick in a new snacking format,” Watson added.
“With this launch, we’re extending the Baileys brand into delicious summer occasions and ensuring it shows up wherever adults are looking to treat themselves.”
The 6-pack Magnum Mini Inspired by Baileys is available at Woolworths and independent retailers now for RRP $12 and will be rolling out in Coles from 12 October 2026.
