Diageo has ceased production of its Bushmills Irish cream liqueur due to the dwindling popularity of the brand.

The UK-based drinks giant, which bought the Bushmills whiskey business in 2005, said it is running down its stock after stopping production before Christmas.

A spokesperson for Diageo in Northern Ireland, where the Bushmills distillery is based, said there had been only "one minimum volume order" of Bushmills Irish cream in the last year.

There will be no impact on jobs, she said, adding that Diageo would now focus on the core Bushmills Irish whiskey product. Diageo has ploughed GBP5m (US$9.7m) into Bushmills since it bought the product from Pernod Ricard two years ago.

The spokesperson insisted that the decision to stop producing the cream liqueur offering was not made to help push sales of flagship brand Baileys.

She said: "That really wasn't part of the rationale. Bushmills Irish cream was examined in isolation on a market performance basis."