IRISH whiskey brand Jameson is looking to create a unique St Patrick’s Day experience for whiskey fans this year with a series of online events.
The Pernod Ricard-owned brand will be hosting three online food and cocktail sessions this month, featuring cocktail masterclasses and ‘cook-alongs’ as well as live music performances.
Whiskey fans can participate in the events by ordering kits online, which each contain the ingredients for several Jameson cocktails as well as everything required to prepare an accompanying meal. Three kits are available, one developed in partnership with pizza restaurant chain Pizza Pilgrims, another with chicken chain Mother Clucker and the third with burger restaurant group Bleecker. They are available across the UK.
To support the programme Pernod Ricard is also teaming with delivery service Deliveroo and restaurants across the country to give consumers the chance to order a signature serve of Jameson, ginger ale and lime when they order from their local eatery. There will also be a series of online masterclasses in conjunction with select on-trade customers.
Celebrities including TV host Paddy McGuinness and rapper Tinie Tempah will be promoting the initiative online while TV advertising will encourage whiskey fans to ‘Join in, where you are’.
“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,” said Pernod Ricard brand director Laura Stephen.
“Our new campaign will drive brand love by celebrating authentic connections, and we will inspire togetherness 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.”