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St Patrick’s Day: Brits prefer Espresso Martinis to stout

Research from coffee liqueur brand Kahlúa has found that 60% of Brits would rather have an Espresso Martini than a pint of stout this St Patrick’s Day.

Kahlua Espresso Martini St Patrick's Day marketing
The brand took its advertising to some of London’s most popular stout pubs

Nearly a quarter (22%) of Brits said they will switch from stout to the vodka-based cocktail to celebrate on the day.

However, nearly half of Brits and one-fifth of Americans said they feared being judged for ordering a cocktail instead of a pint on 17 March.

Over on the Emerald Isle itself, nearly 70% of Irish people said they want to drink cocktails but have ordered an alternative to avoid judgement – while 41% revealed that they don’t enjoy stout at all.

Kahlúa has launched a marketing campaign based around Ireland’s national day, teaming up with ex-Ireland rugby player Rory Best, who said: “As an ex-professional rugby player, there’s a particular pint I’ve always been associated with and, whenever I go to the bar, people assume they know what I want to drink.

“It’s true – there’s nothing quite like a cold, black and creamy beverage on St Patrick’s Day, but, for me, it’s got to be a Kahlúa Espresso Martini.

“I’m proud to stir things up with Kahlúa this St Patrick’s Day, challenging traditional stereotypes and encouraging everyone to celebrate in their own way, whatever they want to drink – feliz St Patrick’s Day!”

The brand’s ongoing Stir Up campaign, which has previously seen it collaborate with Mexican actor Salma Hayek, will involve activations in the UK, Ireland and the US.

Brits can enjoy two-for-one Kahlúa Espresso Martinis at Dirty Martini bars, while Hogans pub in Dublin will be offering 100 free cocktails.

US drinkers can get a free Espresso Martini by heading to the brand’s website.

Craig van Niekerk, global vice-president of marketing for Kahlúa, said: “The people have spoken, and we’ve listened. It’s time to stir up St Patrick’s Day and have everyone enjoying their drinks – and what better way than with a Kahlúa Espresso Martini?

“Kahlúa makes moments less mundane by adding a boost of playfulness, bringing something extra to the every day.”

“Ultimately, we want everyone to celebrate St Patrick’s Day in their own way with whatever drink they desire.

“Whether that’s a pint of stout, a dazzling Espresso Martini, or just a tall glass of water, it’s each to their own, right? We say salud and slainté to everyone, no matter what drink you fancy.”

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