Irish cream (Irish: uachtar Gaelach) is a cream liqueur based on Irish whiskey, cream and other flavourings. It typically has an ABV (alcohol by volume) level of 15 to 20% and is served on its own or in mixed drinks, most commonly Irish coffee. Its largest markets are the United Kingdom, Canada and the United States. It is not a traditional Irish product, as the first version of it, Baileys, was invented by a creative agency working for International Distillers & Vintners's Dublin office in 1973. Within the European Union, Irish cream is a protected geographical indicator product that must be produced in Ireland.