In celebration of St Patrick’s Day (March 17), Jameson Irish whiskey is launching a limited edition bottle – extensively throughout European travel retail – which has been designed by Irish artist Paul Daly to make St Patrick’s Day ‘more contemporary and relevant to global consumers’.
Pernod Ricard Travel Retail says that the launch sequence will run throughout this month in key airports across Europe, including London Heathrow, London Gatwick, Paris CDG, Rome, Moscow, Tenerife and Gran Canaria, with supporting launches in a further 25 priority UK and European airports.
PAST AND PRESENT HERITAGE
Describing the product, Pernod Ricard said: “Paul Daly’s eye-catching design fuses elements from Ireland’s past and present, using traditional Celtic imagery inspired by the legendary Book of Kells, alongside contemporary images from Ireland’s vibrant music scene.
“The limited edition bottle is designed to contemporise St Patrick’s Day, bringing it to life for international customers and redefining it as a chance to celebrate with the True Irish Spirit of Jameson.”
The company says that this theme will be continued through in-store executions which ‘bring to life’ the new design and encourage travellers to taste Jameson Irish Whisky.
STRENGTH OF PARTNERSHIPS
Neil Sharp, Brand Manager, Pernod Ricard Travel Retail Europe commented: “Although a small nation, Ireland has an enormous and far reaching global population and can boast an extremely rich culture.”
He added: “It is strong testament to the strength of our partnership with retailers [as to] the extent to which we will activate this product and footprint we will achieve – and we take great delight in this.”
The company adds that the limited edition bottle will also be launched in London Luton, London Stansted, Edinburgh, Birmingham, Liverpool, Jersey, Beauvais, Polish airports, Czech airports, Basel, Prague, Milan, Monastir, Belgrade and Sharjah.