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Born Irish takes comedic approach to St Patrick’s Day
Drinksology Kirker Greer has launched a St Patrick’s Day campaign for its stout-finished spirit drink, Born Irish.
The campaign will run in the lead up to St Patrick’s Day (17 March), and will feature a comedy night in Belfast on 16 March.
To celebrate St Patrick’s Day, the brand has collaborated with local comedians, including James McKegney, Aaron Butler, Saul Duffin and Ciaran Franco, to create a series of social media and YouTube sketches.
The Paddy’s Day campaign follows Born Irish’s unconventional marketing approach leading up to Halloween and Christmas last year, where it also partnered with alternative comedians.
In a playful twist, the campaign likens St Patrick’s Day Eve to the anticipation of Christmas Eve, reimagining the Irish holiday as the ‘most wonderful time of the year’.
The brand has also created Paddy’s Day merchandise with local illustrator Thomas Bannon. Limited edition t-shirts and scarves will appear throughout the sketches, be available for purchase, and be featured in giveaways for consumers and bar staff.
The campaign will also be enhanced through collaborations with influencers, who will receive limited edition merchandise. This includes influential figures from the UK and Ireland, such as Inka Larissa, The Mindful Mixologist, Kitty Cowell, Laura Lucas, and tattoo artist Jamie Mattocks.
As part of the celebrations, Born Irish is hosting the Midnight Gass Comedy Event at the Ulster Sports Club in Belfast on Sunday 16 March, the eve of St Patrick’s Day.
Born Irish said the event promises an ‘unforgettable night of stand-up comedy’ featuring some of Northern Ireland’s top comedians.
Attendees will receive two complimentary serves of Born Irish whiskey and can purchase exclusive merchandise. Tickets for the evening can be won through Born Irish Whiskey’s social media channels.
Ali Pickering, chief marketing officer at Drinksology Kirker Greer, commented: “Born Irish Whiskey was created to break the rules – from its bold look to its unexpected taste – so working with alternative comedy talent is the perfect way to bring the brand to life. This St Patrick’s Day campaign is just one part of a wider marketing investment in Born Irish.
“Alongside social media content and influencer partnerships, we’re driving trial in bars through fun activations like whiskey pong, building visibility in retail, and preparing to launch a high-impact London Underground campaign. Expect even more rule-breaking from Born Irish Whiskey in 2025.”
Born Irish’s campaign for St Patrick’s Day last year was titled ‘Defiantly Dark, Deliciously Smooth’.
Earlier this year, industry veteran Gordon Buchanan joined the Belfast-based Drinksology Kirker Greer to drive the company’s strategic global growth.
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