Bringing the Tirlán Difference to life for Diageo

When colleagues from across Tirlán came together in Ballyragget on 10th September, the goal was bigger than simply hosting a customer. It was an opportunity to showcase to Diageo what Tirlán can achieve when our people, expertise and capabilities come together.

Whilst Tirlán’s relationship with Diageo spans more than 40 years, this latest engagement brought colleagues across Ingredients Strategic Accounts, R&D, Operations, Quality, Sustainability and Farm Relations together to create an experience connecting every part of our story, from innovation and manufacturing to our farming communities.

Turning a customer challenge into new ideas

At the heart of the day was addressing a challenge set by Diageo around attracting new consumers to Baileys and creating new occasions for people to enjoy the brand. Our teams combined market insights, technical expertise and creative thinking to explore opportunities across four areas: Coffee Indulgence, Elevated Mixology, Mindful Indulgence and Indulgence on the Go. The outcome was a display of products crafted in the Research and Innovation Centre containing our cream and acid casein augmented with sensory experiences, innovative textures and interactive beverage concepts that brought the portfolio to life and created an exciting, thought-provoking environment for ideation and discussion.

It was a great example of the breadth of expertise within Tirlán, bringing together multiple scientific disciplines, technical and operational expertise and colleagues ranging from early-career talent to senior experts.

From innovation to factory to farm

The experience didn’t stop at innovation. A tour of Ballyragget brought the scale and complexity of our manufacturing operations to life, including cream and casein production, quality standards and the operational expertise behind the products we deliver. The day then moved to farm, connecting Diageo directly with Irish dairy farming and showcasing provenance, sustainability and the people at the beginning of our supply chain.

The response from Diageo reflected the work that went into making the day happen. Deborah O’Neill, Head of Brand Change & Innovation for Baileys, described it as a “very productive, informative, and thought-provoking day”, thanking the team for the time, planning and effort involved and for their partnership and collaboration.

It was a brilliant example of what happens when our people work across functions with a shared purpose, bringing together customer insight, innovation, operational excellence and our connection to farmers to showcase the very best of Tirlán.

Well done to everyone involved!