In preparation for the big day on Sunday 17 March, Jameson has launched a campaign focused on its Jameson, Ginger & Lime serve.
Said to be “easy for customers to replicate at home”, the campaign will be activated across TV, digital, experimental activity, as well as the on and off-trade.
The brand is also rolling out its Ginger & Lime ready-to-drink cans across London, Bristol, Birmingham, Liverpool, Manchester and Newcastle.
Pernod Ricard UK head of marketing Chris Richards said the cans will be dished out in areas frequented by the brand’s target audience such as train stations, office drops, sports venues, in bars and pub and St Patrick’s Day parades.
“St Patrick’s Day is the second biggest occasion for Irish whiskey growing year on year and falls on a busy weekend – the final matches of the Six Nations rugby tournament,” said Richards.
“This year, we’re supporting St Patrick’s Day with our biggest ever media and in-store support plan to encourage retailers to maximise the opportunity to reap the benefits from one of the UK’s most exciting and growing categories.”
Richards added that Jameson is enjoying strong sales in the off-trade, growing at 15.1% in convenience and 22.3% across total off-trade.
And, with continued strong growth, Irish whiskey sales during St Patrick’s Day is expected to drive over £4m in the off-trade in just two weeks.