Designed to build on the success of last year’s True Irish Spirit activity, Embrace your Irish Spirit will see the brand offer St Pat’s point of sale kits for operators who purchase four 70cl or two 1.5l bottles of Jameson in the run up to March 17.
Jameson, owned by Pernod Ricard, estimates the offer will result in a 15% rise in the number of accounts receiving kits this year.
In each pack are tent cards, bar runners, bartender hats, drip mats and an instruction sheet to encourage consumers to try the brand’s signature serve, the Jameson Mule – a blend of Jameson, ginger and lemonade.
In addition to the POS kits, the activity will include a Discover Jameson sampling campaign, with ambassadors aiming to deliver trial drams to 20,000 consumers in 290 bars across the UK over five weeks around St Patrick’s Day.
Consumers will also be targeted through an e-newsletter, offering a voucher to be redeemed against a Jameson Irish Mule, and a Facebook initiative to help drinkers find their local Jameson St Patrick’s Day bar.
Meanwhile, ‘bespoke’ POS and drinks menus will also be distributed to more than 1200 managed outlets.
“With St Patrick’s Day falling on a Saturday and on the same day as the 6 Nations England v Ireland game this year, we anticipate a large number of our core target audience will be celebrating the occasion with friends, both at home and across the country in bars and clubs,” said Dan Reuby, customer marketing director at Pernod Ricard. “We have endeavoured to keep the true Irish spirit alive through all our activity and promotions.”