Swiss Holstein expert to judge 2026 Baileys Cow

Marcel Egli’s judging expertise has taken him to some of Europe’s leading dairy shows and championships

Swiss Holstein breeder and internationally recognised dairy judge Marcel Egli has been announced as the judge for the prestigious 2026 Diageo Baileys Champion Dairy Cow Competition, which takes place Wednesday, August 19, at the Virginia Show.

Regarded as one of Ireland’s premier dairy livestock competitions, the Diageo Baileys Champion Dairy Cow title is considered one of the highest honours available to Irish dairy breeders. Sponsored by Diageo Ireland, producers of Baileys Irish Cream, in partnership with Tirlán, the competition celebrates the breeding expertise, stockmanship and family dedication that underpin Ireland’s world-leading dairy industry. Egli is expected to seek a cow that combines exceptional dairy strength, balance and style, alongside the key traits that define modern dairy excellence: longevity, functionality and production efficiency.

Born and raised in Buttisholz, in the canton of Lucerne, Egli grew up surrounded by pedigree Holstein breeding. His parents and brother operate the renowned Woodhouse Holsteins herd, which consists of approximately 50 pedigree Holstein cows on a 35-hectare farm. From an early age, Egli himself developed a deep understanding of elite cow families, dairy genetics and the principles of successful stock judging.

In 2020, Egli and his wife established their own farming enterprise after taking over Fabienne’s family farm in Les Breuleux, in Switzerland’s Jura region. They now manage approximately 25 hectares and rear around 100 pedigree Holstein replacement heifers, while continuing to work closely with the Woodhouse Holsteins breeding programme.

Alongside his farming activities, Egli has built an impressive international career in dairy genetics and breed improvement. Since 2014, he has worked as a Breeding Advisor with Swissherdbook, supporting dairy farmers in developing breeding strategies and improving genetic progress. Since 2026, he has also worked with Züchter-Service AG, where he is responsible for the import and export of cattle across Europe.

He has also managed the show team at the internationally acclaimed P’tit Coeur Holsteins, one of Switzerland’s leading exhibition herds, and is a partner in Genetics Sale, a specialist company involved in elite dairy cattle sales and auction services across Europe.

Egli’s judging expertise has taken him to some of Europe’s leading dairy shows and championships, with experience judging in Switzerland, Germany, France, Austria, Spain, Denmark and the United Kingdom. His standing within the industry earned him a place on the European Holstein and Red Holstein Confederation (EHRC) Judges Panel, recognising him as one of Europe’s leading Holstein judges.

Shane Kelly, Corporate Relations Director, Diageo Ireland, said: “The Diageo Baileys Champion Dairy Cow competition is one of the most tangible expressions of Baileys’ Irish credentials. The cream that goes into every bottle starts with exceptional breeding, careful herd management and a deep pride in craft- qualities that this competition celebrates. Diageo looks forward to welcoming Ireland’s top Holstein Friesian breeders to the Virginia Show.”

Carol Power, Senior Sales Manager at Tirlán, added: “We’re proud, alongside Diageo, to put the spotlight on dairy breeding excellence through this unique event and, above all, the people behind it. The dedication of breeders and their families, many of whom have worked towards the goal of winning ‘the Baileys’ across multiple generations, is truly remarkable. On behalf of Tirlán, I wish all entrants every success.”

Reflecting Baileys’ all-island supply footprint, entry to the Diageo Baileys Champion Dairy Cow Competition is open to members of both the Irish Holstein Friesian Association and Holstein NI.

The competition’s top prize, the Diageo Baileys Champion title, includes a €3,000 cash award and the Virginia Milk Products Cup. The Reserve Champion breeder will receive €1,500, while the Honourable Mention award carries a prize of €800.

A range of additional category prizes will also be presented, including awards for Junior Cows in their second lactation, with a total prize fund of €1,550. The popular Best-Heifer-in-Milk category will also feature a €1,550 prize fund, including €750 for the winner.

Entries for all competitions close on August 12.