In a bold move to seize some prime black-and-white beverage territory, Pernod Ricard’s coffee liqueur brand Kahlúa has declared that St Patrick’s Day patrons are ‘bored of stout’ and would much rather enjoy the dark body and creamy head of an Espresso Martini.
Citing a recent online survey that asked over 2000 adults what they’d prefer to drink this St Patrick’s Day, Kahlúa claimed that 60% of British drinkers would rather enjoy an Espresso Martini over a stout this March 17th.
No less than 64% of respondents revealed that had felt social pressure to drink a certain drink to celebrate an occasion, and nearly half of them (42%) feared that they might be judged for ordering a cocktail instead of a pint.
To make this point, the brand has unleashed a short but undeniably disruptive campaign, led by a very well realised pastiche of a traditional Irish stout advert, reminding drinkers that they can – and should – choose the drink they really want, rather than the one that tradition expects of them.
Brand director for Pernod Ricard UK, Liam Murphy, said: “Young adults are increasingly looking to break away from tradition and Kahlúa is here to save the day! 40% of people want to see more creativity in cocktail options on St. Patrick’s Day, so… enter the Irish Espresso Martini.
“Simply use Jameson Irish Whiskey alongside Kahlúa and a shot of espresso for the perfect Paddy’s Day drink. This year, we’re encouraging everyone to stir it up and enjoy their drink of choice.”
The Espresso Martini
Ingredients
- Ice cubes
- 1 part Kahlúa
- 1 part Absolut Vodka (or 1 part Jameson Irish whiskey if you’re feeling particularly Irish)
- 1 part Espresso
- 3 Coffee Beans
Method
- Fill a shaker with ice and add Kahlúa, Absolut (or Jameson), and espresso.
- Shake until cold, about 15–20 seconds.
- Strain into a martini or cocktail glass.
- Garnish with 3 coffee beans for good luck.
