Jameson launches multi-million-pound St. Patrick’s Day campaign

Leading Irish whisky brand Jameson has unveiled a brand new, multi-million-pound, fully integrated campaign.

The national drive ahead of St. Patrick’s Day includes Cinema, TV, Video on Demand, Social, PR and an experiential partnership with Sofar Sounds – with events happening between now and May in Birmingham, Manchester, Liverpool, London, Glasgow and Edinburgh.

The Pernod Ricard-owned brand said campaign will reach 82 percent of its audience – male and females aged 25-34 – across the UK through targeted channel placements.

Raja Banerji, marketing director for Pernod Ricard UK, commented: “The Irish whisky category is on fire globally and the UK is experiencing the same momentum, with the category expected to continue growing another +48% by 2023.

“Sociability is key to our target audience. Shared experiences in large mixed groups are at the heart of sociable occasions both at home and in the on-trade. We’re delighted to be sharing this new creative, which will excite, inspire and facilitate them to get together with friends and celebrate St. Patrick’s Day and beyond.”

Irish Whiskey drove over £4.2 million in the off-trade in just two weeks across St. Patrick’s Day in 2019 and the category is predicted to grow to £5.2m across the same period in 2020.

Jameson is enjoying double-digit growth across the off-trade and in both grocery multiples and convenience, the brand is the number two driver of value growth across the total whisky category.

Jameson is also re-energising its popular ready-to-drink Jameson, Ginger Ale and Lime cans to ensure the brand stays front of mind in the off-trade throughout the campaign.

The brand will also be highlighting the higher-styles within its portfolio throughout the campaign. Jameson Black Barrel, a blend of small batch grain and traditional pot still whiskies that has won multiple accolades and has great momentum in the US market, will feature in the social media assets, alongside the innovative Caskmates range: Jameson Stout Edition and Jameson IPA Edition.