Jameson gears up for St Patrick’s Day parties


Jameson St Patrick's Day KitPernod Ricard UK has unveiled its plans for an extensive promotional push in the on-trade for Jameson for St Patrick’s Day, highlighting the signature serve of Jameson and Ginger.

This year’s point-of-sale kits for the on-trade consist of “bar bricks” – fold-out display bricks – that will promote the bottle on the back and front of the bar and various promotions throughout March.

The kits also include A3 posters communicating both St Patrick’s Day and the Jameson and Ginger serve. They leave it open for operators to choose which day they celebrate St Patrick’s Day on March 17 which this year falls on a Monday.

In managed retail accounts, consumers will be rewarded through a GWP Loyalty Card. Buying four Jameson and Ginger serves will win them a branded beanie that will tap into the fun nature of the occasion and incentivise consumers to trade up.

Bar staff will be incentivised to create their own unique St Patrick’s Day back-bar display, with prizes including a trip for two to the Jameson Distillery, 50 cases of limited-edition 1930s-style Jameson bottles, and various Jameson gift packs.

To enter, bar staff send through images of the back-bar display. Details are included in all St Patrick’s Day kits.

Building on the success of last year’s St Patrick’s Day, Pernod Ricard UK is again releasing a limited-edition bottle for the Irish whiskey.

Decorated by renowned ornamental glass artist David A Smith, the design is inspired by the elaborate glass etching and decorative gilding synonymous with the décor of great Dublin pubs where Jameson has been enjoyed for generations.

The depiction of trumpets and streamers captures the celebratory mood of the St Patrick’s Day occasion. The limited-edition bottles are available only to grocers as part of a wave of promotional activity for the off-trade.

The activities are supported by a media campaign throughout March and April for the Jameson and ginger ale serve. This will involve out-of-home advertising in London, Manchester and Leeds from March 10 to 23, a digital campaign running across lifestyle publications from March 15 to 30, and a social media campaign on Facebook from March 10 to April 6.


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