Jameson marks St Patrick’s Day with TR activations

20th February, 2018 by Owen Bellwood

Pernod Ricard Global Travel Retail will host activations at airports around the world to celebrate St Patrick’s Day with Jameson Irish whiskey.

Jameson St Patrick's Day Activation

The activations in the USA, Australia, Germany and Amsterdam bring elements of the Jameson distillery to global travel retail

The activations will launch at airports around the world, bringing elements of the Jameson distillery to travel retail in Amsterdam, Germany, Canada and Australia.

Encouraging travellers to “take some Irish with them”, the campaign is designed around the idea that unexpected experiences are often the most fun, and encourages travellers to experience Jameson’s portfolio.

Activations will feature exposed brickwork and bar stools, as well as the influences behind the Irish whiskey brand’s limited-edition St Patrick’s Day bottling.

Designed by Irish artist Claudinen O’Sullivan, the new bottle design is inspired Irish mythology and the tales of Fianna, a young warrior pack guided by a set of mottos and known for their unity in the face of adversity.

Lisa McCann, Pernod Ricard Global Travel Retail Jameson brand director, said: “St Patrick’s Day is a time to celebrate the Irish culture and attitude and, this year, Jameson is celebrating the spirit of the unexpected.

“Across March, Jameson will activate across key airports to honour the deeper meaning of St Patrick’s Day with activations that celebrate bringing friends together. It’s about embracing those unplanned experiences, whether on a trip away or a night out, as these are the moments that end up being the most memorable.”

The travel retail space will host tastings and encourages travellers to interact with the brand through games, including checkers and an arm-wrestling simulator.

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