JAMESON
“St. Patrick’s Day celebrates all that Ireland represents – culture, music and togetherness. Jameson ensured that 2021 was no different as the whiskey brought its proud Irish spirit to life through a series of global virtual events and collaborations, encouraging everyone to adopt an Irish mindset and safely join in the celebrations.”
BRENDAN BUCKLEY, MARKETING DIRECTOR, JAMESON
In 2020, St. Patrick’s Day celebrations were called off for the first time in more than 250 years when the pandemic took everyone by surprise. This year, Jameson Irish Whiskey was prepared, inviting fans from around the world to participate in a unique global digital experience throughout the month of March with a series of curated events, special edition party-at-home kits and competitions. Serving up many ways to safely ‘Join In’, Jameson connected fans and communities by sharing unique experiences through its online partners and Jameson Connects platform. On St. Patrick’s Day, the programme featured immersive livestream performances that highlighted emerging talent from around the world, such as Grammy-nominated Canadian singer Jessie Reyez, Dublin rappers Denise Chaila and Kojaque, and Canadian artists Savannah-Ré and Junia-T. To top off the celebrations, Jameson launched a competition on social media to sponsor the ultimate 2022 St. Patrick’s Day celebration for one lucky fan, making up for lost time with good times. With over 928,000 mentions using the hashtag #jamesonjoinin, the campaign was a real success story. The brand enjoyed double-digit growth thanks to the dynamic Asian market, and the US market which was driven by at-home consumption and on-trade.
+15%
SALES GROWTH
IN FY21