Pernod Ricard UK is supporting bars and pubs in the run-up to St Patrick’s Day with bespoke vessels shaped like barrels for serving Jameson whiskey with a pint of beer.
The mini barrel vessels are designed to hook onto any existing glassware to create the Jameson Barrel Back serve – a shot of whiskey alongside a beer in the style of a classic Boilermaker.
They lead a range of new point-of-sale solutions for the on-trade in the lead-up to St Patrick’s Day on March 17. They include bunting, integrated beer and shot-glass mats and materials providing customers with instructions on how to drink the serve.
Vicky Hoey, head of marketing at Pernod Ricard UK, said: “With 25% of consumers more likely to buy a drink if it is served in a unique way, these new on-trade solutions will help bring more people into the brand who wouldn’t normally order whiskey.
“Offering alternative glassware is the perfect opportunity to increase the menu presence of simple serves and seasonal events such as St Patrick’s Day, provide a source of inspiration for bartenders to introduce fun and unique drinking vessels.
“Inspiring ‘serve envy’ is key to cut-through with over 50% of consumers claiming to buy a drink that looks interesting, with onlookers being inspired by highly visible delivery systems and vessels such as these.”