Jameson Unveils Limited Edition St Patrick’s Day Bottle

14 Mar 2013 --- Jameson, the UK’s No.1 selling Irish whiskey, continues to build on the success of its 2012 St Patrick’s Day activity by launching its ‘St Patrick’s Live’ celebrations – a programme of activation that will allow the trade to offer a premium take on St Patrick’s Day. The initiatives will raise the profile and increase awareness of Jameson, ensuring high visibility at this key trading time but also keeping the brand front of mind with consumers for the rest of the year.

This year Jameson has commissioned renowned ornamental glass artist David A. Smith to create a limited edition bottle exclusively for the Jameson ‘St Patrick’s Live’ celebrations. The limited edition bottle will be available in the off-trade, on-trade and travel retail from March.

The design is inspired by the intricate glass etching and ornate gilding synonymous with the décor of great Dublin pubs where Jameson has been enjoyed for generations. David’s beautiful design reflects a classic back bar mirror and introduces key messaging ‘Embrace Your Irish Spirit’ as part of Jameson ‘St Patrick’s Live’ celebrations. The depiction of trumpets and streamers captures the celebratory mood of ‘St Patrick’s Live’ in Dublin.

To support the on-trade launch of the limited edition bottle, a limited edition shot glass featuring the David A. Smith design is available. This glass will add a premium experience to any consumption moment.

In addition to building awareness and consideration for the limited edition bottle in the off-trade, Jameson has created in-store secondary display units and window displays, while POS has been developed to create additional stand-out on-shelf.

Furthermore, two necktags have been developed to increase consumer engagement. The first includes a QR code, which directs consumers to jamesonwhiskey.com where they can access information on the limited edition bottle. The second offers consumers the chance to win a trip to Jameson ‘St Patrick’s Live’ in Dublin.