Top 10 spirits marketing moves in February 2021

11th March, 2021 by Owen Bellwood


Pernod Ricard-owned Jameson Irish whiskey will pay 1,000 people to take St Patrick’s Day (17 March) off work this year. The brand’s St Patrick’s Time Off drive will see Jameson pay for 1,000 US drinkers to take time off to celebrate the Irish holiday.

Jameson fans who pledge to take the day off at will be entered into a draw for the chance to win US$50 to spend with friends this St Patrick’s Day.

The brand will also entertain drinkers with a virtual concert hosted by musician Jessie Reyez and a home bar kit. Jameson will donate US$50 to on‐trade charity the Restaurant Worker’s Community Foundation in each winner’s name.

Pam Forbus, chief marketing officer of Pernod Ricard USA, said: “We’re not here to tell you how to celebrate, just that you should celebrate on March 17th. We hope everyone joins us in putting their own spin on safely connecting, because like our smooth, triple‐distilled whiskey, St Patrick’s Day is meant to be shared.”

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