St. Patrick’s Eve with Jameson
The worldwide appeal of St. Patrick’s Day was the starting point for another unforgettable Jameson experience. Always a huge celebration, Jameson decided to play off the unfortunate leap year timing in 2024 which, after seven long years of waiting for the return of a Saturday St. Patrick’s Day, saw the day fall on a Sunday. Never one for a muted celebration, Jameson stepped up with an unexpected alternative.
Determined not to let the calendar get the better of one of the biggest parties of the year, our Irish whiskey brand introduced its own holiday - St. Patrick’s Day Eve - and launched a month-long campaign to get fans and bars across the USA counting down to the big night.
Saturday Night Live stars Michael Che and Colin Jost were drafted to host, driving thousands of revellers to an epic party in Times Square, New York City - where Jameson became the first spirit brand ever to drop the iconic Swarovski Ball outside of New Year’s Eve.
The campaign was a huge success, with 5,000 guest registrations, 350 national bar takeovers, a 7.8% increase in national sales during the week of St. Patrick’s Day, and $1.1 million in incremental revenue during St. Patrick’s Day selling period.
Read more about Jameson on page 48
A new CEO for Pernod Ricard USA
On January 1, 2024, Conor McQuaid, who has been part of the Pernod Ricard team for 25 years, was appointed CEO of North America (USA & Canada).
His leadership positions in recent years have covered diverse roles across the company, most recently Executive Vice President Sustainability & Responsibility, Communications and Public Affairs, and a member of Pernod Ricard’s Executive Committee. Conor was previously Chairman and CEO of Irish Distillers (Jameson) - guiding the brand to continued global success - and Executive Vice President Global Business Development.
As the US continues to be Pernod Ricard’s number one market, Conor’s extensive knowledge of both the Group and our iconic brands will be instrumental to successfully leading this dynamic market. With a deep understanding of every aspect of the business and a proven record of execution, his leadership and the important role he played in the success of Jameson, will further advance Pernod Ricard’s ambitions in North America.