Jameson launches St Patrick’s Day campaign

Jameson is growing by 27.5% in value, twice as fast as total whisky (13.4%)


Pernod Ricard UK has launched a new Jameson St Patrick’s Day campaign, ‘Join in, wherever you are’, running throughout March.

‘Join in, wherever you are’ aims to drive awareness of the brand through a national media campaign, social conversation driven by famous faces, including rapper Tinie Tempah and a series of virtual food and cocktail experiences to help fans join in at home.

According to the manufacturer, the Jameson campaign reflects the three things that often go hand in hand, the right people, a moment to share and a glass to raise.

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The 30-second TV advert will reach 81% of 25-44 year olds in the UK and will roll out on Channel 4, ITV and Sky, as well as video on demand. A competition is also running offering one Jameson fan and three friends the opportunity to win an experience anywhere in the world for St Patrick’s Day 2022.

Shoppers can join three virtual food and cocktail workshops, including Jameson cocktail masterclasses, live music performances and cook-alongs with chefs from restaurant the brand has partnered with, starting from 11 March. Tickets cost £35 and include a bespoke kit for two containing all the ingredients needed to take part.

PoS materials are available for convenience retailers, including counter mats, shelf-edge barkers and countertop cards to drive visibility.

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Laura Stephen, brand director at Pernod Ricard UK, said: “Jameson is growing by 27.5% in value, twice as fast as total whisky (13.4%) and is leading the growth of the Irish Whiskey category. Jameson Black Barrel is also seeing remarkable growth of 206.5% over the past 12 weeks.

“The world celebrates Irishness each St. Patrick’s Day and this year, Jameson will embrace the community spirit of the occasion by inviting consumers to ‘join in’ wherever they are. Our new campaign will drive brand love and inspire being together by delivering fun and engaging experiences that allow consumers to connect with friends virtually, helping to recruit a new generation of whiskey drinkers and drive preference among existing fans.”

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