GLOBAL sales of Baileys Irish Cream increased 4 per cent to a record level of almost four million cases in the 12 months to the end of September, with particularly strong gains achieved in the British and Irish markets.

Baileys' chief executive, Mr Chris Britton, said that in Britain alone sales were up 12 - 13 per cent on the year taking sales of the whiskey and cream liqueur up to over 500.000 cases.

Mr Britton puts the upturn down to the British and Irish markets coming out of recession, consistent marketing, advertising and promotion and a high consumer awareness of the Baileys brand.

Forward orders for the Christmas period, normally in place by October/November, have been put back by the late British budget and fears of higher liquor prices.

Baileys' sister product, Sheridans, the coffee and cream liqueur launched four years ago is also responding to the group's consistent marketing strategy with sales over 200,000 cases for the first time in Britain and Ireland.

Volume and market share gains were achieved in the key US market, aided by growth in spend behind the brand to counter the marketing difficulties in the overcrowded and competitive American spirits market.

Further growth in Baileys in the past year has extended the strong recovery in 1995 from the setbacks suffered in 1993-94, mainly due to trade de-stocking in North American markets.

Continued world-wide expansion of the leading Irish cream liquor contributed to positive results for parent group Grand Metropolitan.

Annual pre-tax profits before exceptional items increased 5.8 per cent to £965 million sterling on turnover from continuing operations up 10 per cent at £8.97 billion.

Exceptional charges of £550 million were taken on disposals of businesses, mostly involving goodwill previously written off. Grand Met's earnings before exceptional items rose 4 per cent to 31p a share, almost twice covering total dividends up 6.7 per cent at 15.9p a share.

The positive Baileys figures are partly reflected in results at Grand

Met's drinks operation, International Distillers and Vintners, where operating profits rose 4 per cent to £471 million on turnover up 8 per cent at £3.56 million.