Irish whiskey brand Jameson is celebrating St Patrick’s Day season 2026 by ensuring its Jameson, Ginger Ale & Lime won’t be missed through a range of activities for the second year of its "Must Be A Jameson" campaign, including above-the-line media, a continuation of its long-standing partnership with the English Football League (EFL), with a huge presence at the Carabao Cup Final and O2 academy venues nationwide, sampling across the On-Trade and partnerships with both Hephee and Tayto.
The multi-media partnership will be live for a six-week period from 9 February to 23 March via its longstanding collaboration with Sky Sports but also via channels such as YouTube and Meta.
The Jameson Bus "Orla Board" will return to Wembley Stadium for the Carabao Cup Final on Sunday 22 March, ready to greet football fans with Jameson, Ginger & Lime ready-to-drink (RTD) cans.
“St Patrick’s Day is an increasingly popular cultural moment and acts as a second Christmas for us at Jameson," said Liam Murphy, Marketing Director for Pernod Ricard UK. "We continue to double down on this occasion and deliver on a promise to bring Irish Craic to UK consumers. Jameson is experiencing exceptional growth in the UK market, driven by increased consumer engagement translating into a stellar performance in the Off-Trade this Christmas. Our English Football League partnership continues to be at the very heart of being more culturally relevant to our target audience, with Jameson, Ginger & Lime being our key serve that continues to resonate.”
Pernod Ricard UK
Painting bars and stores green
When it comes to consumption and purchase, Jameson performs much more strongly among beer drinkers than non-beer drinkers. The brand is capitalising on this popularity amongst beer drinkers by offering a lighter serve, encouraging a beer-to-can switch through listings at select EFL Stadiums and On-Trade venues. Hot on the heels of the relaunch of its Jameson, Ginger & Lime can in a new, bigger and better format, Jameson is rolling out sampling in both the On and Off Trade. The brand will also be sampling amongst 18–24-year-olds with over 15,000 samples across university campuses and sports matches via student ambassadors, as well as rolling out 25,000 samples in the Off-Trade through a partnership with Go Puff.
Two great partnerships
Jameson and Hephee are coming together once again, this time creating a limited-edition glass for the Jameson, Ginger & Lime serve. Rooted in Irish creativity and character, this partnership blends Hephee’s playful artistry with Jameson’s craft and warmth for a truly authentic collaboration. The campaign will be supported with further limited-edition merchandise and in venue POS, including menu illustrations and coasters. Jameson is also teaming up with the iconic Irish crisp brand, Tayto, to serve up the ultimate "Pub Tapas". Popping up in some iconic venues across the country including Amber Rose (Edinburgh), Yates (Manchester), Old Bell (Kilburn), Brookhouse (Liverpool) and Goose Selly Oaks (West Midlands), these venues will be offering free packs of Taytos, bottomless Tayto packages and the chance to win exclusive prizes.