Travel Retail and Duty Free Business Intelligence    Friday 25 April 2014

SPIRITS AND WINES

Jameson unveils St. Patrick’s Day limited edition bottle

Published: 15/03/12

Source: ©The Moodie Report

By Matt Willey

The limited-edition bottle art was inspired by illustrations from The Book of Kells
Jameson is launching a new special edition bottle for St. Patrick’s Day throughout European travel retail with six large activations planned at key international hubs.

Produced by designer Paul Daly, the bottle reflects the heritage of the brand on a date (17 March) which is celebrated internationally, said Jameson. Major activations run throughout March, raising awareness of the brand and the festive tradition of St. Patrick’s Day.

The bottle was inspired by illustrations from The Book of Kells, a famous medieval manuscript which is thought to be the muse of modern Celtic art. An important part of Irish history, the book remains in Dublin, the city of Jameson’s origin. Daly has modernised this design to create a contemporary bottle for the brand.

Jameson is bringing the activation to six European travel hubs simultaneously; Bars will be installed in key high-traffic areas where customers will be offered ‘Shamrock’ cocktails and the full range of Jameson, including Jameson Reserve whiskies, encouraging customers to trade up and explore the range.

There will also be support for retailers throughout Europe, Russia and the Nordic regions with branded point of sale material and other activities.

Pernod Ricard Travel Retail Europe Senior Brand Manager Neil Sharp said: “St. Patrick’s Day and the month of March is a period in which the world can celebrate Ireland and Irish culture. Jameson is intrinsically connected with this and we hope to enliven the celebrations by offering consumers a unique and collectable limited edition bottle and a memorable and fun airport experience. The enormous scale of our activation plan reflects the focus and commitment we have to our customers and the channel.”

The special limited-edition St. Patrick’s Day bottle forms part of the brand’s global celebrations, which include Jameson Global Radio Broadcasts and Jameson St. Patrick’s Day Global Parties taking place around the world.

Jameson is bringing the activation to six European travel hubs simultaneously