Jameson is supporting retailers ahead of St Patrick’s Day on the 17 March with a campaign focused on its Jameson, Ginger and Lime serve.
The TV campaign will run throughout March and will be supported by Jameson parties, which will run across the weekend of St Patrick’s day in six key cities across the UK (London, Manchester, Birmingham, Liverpool, Bristol and Newcastle), as well as more than 6,000 pubs and bars planning to host Jameson St Patrick’s Day parties on the same weekend.
Chris Richards, head of marketing for Pernod Ricard, said: “St Patrick’s Day is the second biggest occasion for Irish whiskey, growing year on year, and falls on a busy weekend – the final weekend of the Six Nations rugby tournament. This year, we’re supporting St Patrick’s Day with our biggest-ever media and in-store support plan and encourage wholesalers to maximise the opportunity.”
Jameson sales are growing in the off-trade, up 15.1% in convenience and 22.3% across total off-trade, with the business predicting that Irish whiskey at St Patrick’s Day is set to drive more than £4m sales in the off-trade in just two weeks.