Jameson goes global for St Patrick's Day

17 February, 2012

Irish Distillers has announced its St Patrick's Day plans for Jameson.

Festivities are to include the Jameson Global Broadcast – an annual event that gives global markets the chance to send their local radio stations to Dublin, to broadcast shows live from the old Jameson distillery. Jameson distillers, Irish comedians and musicians will be on hand for interviews. The presenters can tailor their programme to convey the spirit of the celebrations to listeners back home.

More than 35 stations have signed up and according to Jameson, the broadcast is to reach 50 million listeners, including a large proportion in Jameson’s number one market, the US.

The Jameson St Patrick’s Day Global Party, which takes place in Dublin, is to be headlined by indie rock band Razorlight and attended by invited guests. Markets hosting their own Jameson parties, including Dubai and Sofia, will be invited to link up live with the event, in an effort to create a global party atmosphere.

Jameson’s limited edition St Patrick’s Day bottle, created by Irish designer Paul Daly and first introduced in March 2011, will be rolled out to more than 30 markets including Russia, Spain and Australia. The bottle design, which was inspired by Celtic illustrations in The Book of Kells, is available from mid-February.

International brand director for Jameson, Nick Blacknell said: “We have an exciting line-up of events planned for St Patrick’s Day 2012 – both here in Dublin and in our markets around the world, ensuring that Jameson is the drink of choice for this annual celebration. The growth in popularity of these celebrations is testament to the continued success of events such as the Jameson Global Broadcast and the Global Party. We are confident that through this activity we can encourage even more Jameson fans to embrace their Irish spirit by joining the festivities of a global whiskey community”.

Further incentives for consumers to embrace their Irish spirit include a new app, available from February 17 on Jameson’s Facebook page. The ‘Slainte-O-Meter’ app allows Jameson followers to create their personal St Patrick’s Day toast and share it with their friends online. A ‘Guide to St Patrick’s Day’ party kit will also be available to download from the brand’s website www.jamesonwhiskey.com.

For more St Patrick’s Day information and a further interview with Nick Blacknell, see the March issue of Drinks International.

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