Jameson is putting the off‑trade at the heart of its St Patrick’s Day 2026 activity, backing its Jameson, Ginger Ale & Lime serve with a six‑week awareness drive running to 23 March across traditional media via Sky Sports alongside YouTube and Meta.
The activity is designed to keep the can format front of mind for shoppers through the peak season and beyond.
Off‑trade trial will be driven by 25,000 samples distributed through Go Puff, with additional sampling among 18–24‑year‑olds on university campuses and at sports matches via student ambassadors to convert demand into retail purchase.
The push follows the relaunch of the Jameson, Ginger & Lime can in a new, larger format. In‑store support includes targeted point‑of‑sale to signpost the serve and encourage beer‑to‑can switching among shoppers who already over‑index on the brand.
Broader brand visibility comes from a continuation of Jameson’s ‘Must Be A Jameson’ platform and its long‑standing partnership with the English Football League, leveraging Sky Sports to extend reach into living rooms while the wider media mix keeps momentum through the fixture list and the St Patrick’s Day window.
