The barrel can be hooked onto any glass, to provide a unique and particularly Irish twist on the traditional boilermaker – a beer with a whisk(e)y chaser.
Jameson owner, Pernod Ricard, hopes the Barrel Back will inspire “serve envy” and drive new drinkers to the brand and category.
It will be supporting the launch with PoS for participating outlets, which includes an explanation of the concept to drinkers, integrated beer and shot-glass mats and to “barrel bunting.”
“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,” said head of marketing Vicky Hoey.
“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.”
Research shows that more than half of consumers claim they will buy an interesting looking drink.
For St Patrick's Day last year the brand joined forces with London brewer Beavertown to create a special beer.