Jameson charges into St Patrick’s Day with a multi-million-pound campaign

Having entered the UK’s Top 10 Spirits in 2024, rising three places up the ranks verses last year, Jameson is continuing to recruit consumers through its Jameson, Ginger & Lime serve, newly extended Premium range, and its long-term partnership with the English Football League (EFL), the latter having helped deliver record high equity levels for the brand.

This St. Patrick’s Day, Jameson will bring to life its three core values of being welcoming, smooth and light-hearted, with a new campaign "Must Be A Jameson". Set to reach over 15 million consumers, the TV partnership will be live from 24 February to 14 April via Sky Sports, as well as Video on Demand (including ITV, Channel 4, Prime Video) and online video (YouTube).

Wembley Jameson event

The Sky Sports tie-up supports the brand’s long-term partnership with the EFL and as part of this, a large-scale experiential event will also be executed at the Carabao Cup Final on Sunday 16 March. The Jameson Bus "Orla Board" will be ready to greet over 80,000 Liverpool and Newcastle United fans as they descend on Wembley Stadium to see one team lift the trophy. The bus will be serving Jameson, Ginger & Lime drinks, handing out Jameson merchandise, as well as encouraging football fans to drink responsibly though the distribution of water as part of Pernod Ricard’s Drink More Water campaign.

“We’re going to paint the whole month green, not just St. Patrick’s Day Weekend!" said Josh McCarthy, Brand Director for Pernod Ricard UK. "The last 18-months has seen us gain so much momentum thanks to the hard work of our teams. We’ll be toasting all that’s great about Jameson with fans of our whiskey, our partners and some of our favourite creators. We’ve got a Yard Sale Pizza collab for the food lovers, our Jameson Bus at Wembley for the League Cup Final with the EFL and Jameson, Ginger & Lime samples to share with consumers across the country, you’re not going to miss us this March. Sláinte!”