Jameson Irish Whiskey Unveils St Patrick’s Day Initiatives

27 Feb 2014 --- Jameson Irish whiskey is helping the UK on- and off-trade make the most of this year’s St Patrick’s Day by introducing a series of activations that will engage both customers and staff.

With St Patrick’s Day being the second biggest Jameson consumption occasion behind Christmas, the potential to maximise sales during this key trading period is huge for the trade. These initiatives will not only help to make Jameson synonymous with the St Patrick’s Day occasion, but will increase visibility of the premium brand and will ensure that consumers remember it long after St Patrick’s Day is over.

Innovative display POS

This year’s POS kits for the on-trade consist of Bar Bricks – fold-out display bricks – that will act as effective back and front bar bottle glorifiers; A3 posters communicating both St Patrick’s Day and the Jameson and Ginger serve; and other branded items. The Bar Bricks will communicate various promotions throughout March, while the A3 posters have an Open Event space to allow operators to choose which day they celebrate this year. This will help to raise awareness of Jameson, not only on St Patrick’s Day itself, but also pre and post event.

Promotional mechanic

Jameson will be helping managed retail accounts over this key trading period by implementing a promotional mechanic. Consumers will be rewarded for their loyalty to Jameson with a GWP Loyalty Card. Buying four Jameson & Ginger serves will win them a branded beanie that will tap into the fun nature of the occasion and incentivise consumers to trade up.

There will be a further opportunity to win some fantastic prizes as bar staff will be prompted to create their unique St Patrick’s Day back bar display and send through images to enter the competition. Easy-to-follow instructions and entry information will be included in all St Patrick’s Day kits and will add an extra, easy-to-implement element of fun to this year’s festivities. Some of the prizes include a trip for two to the legendary Jameson Distillery, 50 cases of limited edition 1930s-style Jameson bottles, and various Jameson gift packs.

POS materials

PDUs, POS and display materials developed specifically for both the grocery and impulse channels are available now. These materials include POS kits – barkers, wobblers and posters – Jameson bunting in store; pallet wraps for in depot display; bottle standees for in depot display; and glassware for retailers to run gift with purchase promotions on Jameson 70cl.

Limited Edition Bottle

Building on the success of last year’s St Patrick’s Day initiative, Jameson will be rolling out limited edition bottles again, just in time to celebrate the occasion. Decorated by renowned ornamental glass artist David A. Smith, the design is inspired by the elaborate glass etching and decorative gilding synonymous with the décor of great Dublin pubs where Jameson has been enjoyed for generations. The depiction of trumpets and streamers captures the celebratory mood of the St Patrick’s Day occasion. The limited edition bottles will be available to grocers from February.

In addition, Jameson will be running a significant media campaign throughout March and April for Jameson & Ginger Ale. This will involve OOH in London, Manchester and Leeds from 10th March to 23rd March; a digital campaign running across lifestyle publications from 15th March to 30th April; and a social campaign running on Facebook from 10th March to 6th April.