It pays to go green on March 17
By Gordon Davidson
Canny marketing has long put Diageo’s black beer behemoth Guinness at the forefront of consumers’ St Patrick’s Day expectations – but as the event’s appeal has widened, so has its potential to drive sales beyond those traditional ‘pints of plain’.
The supposed anniversary of the death of Ireland’s patron saint, March 17th, this year falls on a Monday, so the weekend of March 14th, 15th and 16th will actually be when most pubs hit peak Patrick.
Venues that choose to embrace that celebratory weekend can usually rely on strong demand for festive, eye-catching drinks that lean into the themes of Irish heritage and ‘vibrant green’ aesthetics.
MD and founder of Paragon Brands, Chris Jones, reckons St Paddy’s will give pubs and bars a spring boost to their sales, so long as they are ready with some suitable serves.
“At the true heart of St Patrick’s Day, it is a celebration of all things Irish,” said Jones. “This year, expect Irish whiskey with a rich Irish heritage such as McConnell’s and Dingle to remain customer favourites, thanks to their authenticity and rich flavour profiles.
“Additionally, creative cocktails with visual flair, like green-themed serves – are likely to attract attention on social media and enhance the celebratory atmosphere in venues.
“Pairings that balance bold flavours with approachable sweetness, such as apple, crème liqueurs, or citrus, are also likely to resonate well with customers, offering a crowd-pleasing mix of indulgence and festivity.”
Jones added that the general trend towards layered shots and mini cocktails suits the St Paddy’s vibe perfectly, with the popular Baby Stout serve likely to be joined by Licor 43’s Baby Lager this year, particularly if its augmented with green crème de menthe to produce a ‘Luck of the Irish’ shot.
While acknowledging Guinness as a ‘cornerstone’ of the St Paddy’s Day mythology, Drinksology Kirker Greer chief commercial officer Ryan McFarland noted the growing trend towards classic cocktails with an ‘Irish’ twist.
Examples include martinis made with Irish gin, or creative serves incorporating smaller Irish brands, which offer ‘a thoughtful nod to Ireland’s rich distilling heritage’, while standing out from more traditional options like Jameson or Bushmills.
“For venues looking to stand out, high-quality cocktails are resonating with today’s discerning customers, who tend to prioritise quality over quantity,” said McFarland. “This aligns with broader trends of mindful drinking and supports a more sophisticated, authentic St Patrick’s Day experience.
He continued: “Customers associate St Patrick’s Day with fun, celebration and a touch of nostalgia, so play into those expectations.
“Collaborate with Irish brands, both big and small, for POS materials and bespoke menus. Established names like Guinness and Jameson will likely have generic promotional offers, which are worth taking advantage of.
“But don’t overlook smaller brands like Born Irish, Jawbox, and Kirker Shamrock for unique offerings and taste experiences that can set your venue apart.”
McFarland was particularly enthusiastic about the Born Irish whiskey brand, which brings together two of Ireland’s greatest exports – triple-distilled Irish whiskey and Irish stout.
“The authenticity and deliciously smooth profile of this standout 40% ABV Irish Whiskey makes it an ideal choice for both neat serves and as the base for cocktails. Born Irish Whiskey brings a modern – yet heritage-rich – alternative to traditional names like Jameson and Bushmills, offering something unique and memorable for St Patrick’s Day.”
But centre stage during the St Patrick’s Day celebrations will be Guinness, further boosting a trusted year-round favourite, which shifts 200 million pints in UK pubs annually.
As ever, the brand’s owner Diageo recommends that operators seeking to maximise sales should ensure that Guinness is available on tap and prioritize delivering a perfect pint.
That means hitting the correct temperature, using clean glassware, and following the two-part pour method, to produce a ‘consistently high-quality experience that keeps customers coming back’.
“To help operators maintain quality during high-demand periods like St Patrick’s Day, Guinness MicroDraught technology offers an innovative solution,” added Diageo.
“This compact system enables venues of any size to pour a perfect pint of Guinness, no matter the setup or crowd size. With MicroDraught, even the busiest pubs can deliver the iconic ‘black stuff’ without compromising on quality.”
Ginger Kirker
- 50ml Kirker Shamrock
- 150ml Premium Ginger Ale
Method: Fill a highball glass with ice, add Kirker Shamrock and top up with ginger ale. Squeeze and drop in a lime wedge.
Luck of the Irish Shot
- 15ml Licor 43
- 15ml Irish cream liqueur
- 15ml green crème de menthe
Shake with ice and strain into a shot glass. Garnish with a sprinkle of edible gold dust.
Pat Sours
- 50ml Dingle Gin
- 25ml freshly squeezed lemon juice
- 15ml Sugar Syrup
- 15ml egg whites
- 3 dashes aromatic bitters
- A couple of drops of green food colouring
Add gin, lemon juice, sugar, egg whites and bitters into a cocktail shaker and dry shake. Fill the shaker with ice and shake vigorously for at least 30 seconds. Strain into Old Fashioned glass and for an extra special touch, dust some green edible glitter onto the cocktail using a Shamrock stencil.
Golden Shamrock
- 50ml Licor 43
- 25ml Irish cream liqueur
- 15ml cold brew coffee
Shake ingredients with ice and strain into a coupe glass. Garnish with gold sprinkles or a dusting of cocoa powder.
