A dairy farmer who supplies cream for a festive favourite tipple will be playing carols and Christmas hits to his herd as part of a sustainability drive to reduce his carbon foot- print.
For most of the year, Joe Hayden soothes his herd of 180 "Baileys Ladies" with Bruce Springsteen, Coldplay and The Killers.
The Wicklow farmer has been supplying high- end cream to Baileys since the liqueur was launched in 1974.
Following a tip handed down by his mother, he has been using music to relax his Holstein Friesians for years as it is believed to reduce stress hormones.
The cow-calming tech- nique is one of several eco-friendly practices that 60-year-old father-of-two Mr Hayden employs at his farm near Tinahely, Co Wicklow.
The strategy gels with Baileys' wider plans to make the brand the "most sustain- able adult treat in the world" by 2030.
"We play music to the cows and that has been scientific- ally proved to help the cows relax," Mr Hayden said.
"Remember, they're a very, very sensitive creature, they're a beautiful creature.
"I've been working with the dairy herd here for over 40 years and the love relationship is as strong as ever.
"Like any ladies in our lives, what you give, you get back twice."
Mr Hayden said Sunday afternoons are the only time when the music is turned off in the milking parlour.
"That's when we're listening to the football and hurling matches," he said.