Pernod Ricard Travel Retail EMEA is promoting Jameson’s annual St. Patrick’s Day limited edition with a series of engaging airport activities. The edition is available now in major global domestic and travel retailers.
The 2017 limited edition bottle, created by Dublin-based designer Steve McCarthy, is inspired by a well-known local expression: “to chance your arm”. The saying stems from a historic feud in 1492 between Earl of Ormand James Butler and Earl of Kildare Gerald Fitzgerald. Tired of the clan fighting, when Fitzgerald found Butler barricaded in a room, he cut a hole in the door and extended his hand through the gap as a token of friendship. Butler shook Fitzgerald’s hand and the long standing feud came to an end
The activation at Dublin Airport, running through March, enables travellers to “chance their arm” and win prizes. At Amsterdam and Frankfurt airports, Pernod Ricard Travel Retail EMEA has recreated the ‘door’ from the legendary tale, allowing customers to reach inside and pick from a selection of prize winning cards. Tastings of the Jameson range are taking place at London Heathrow Terminal 2 until 3 April 2017.
Pernod Ricard Travel Retail EMEA Brand Manager Michael Wilson said: “St. Patrick’s Day is a key sales period in travel retail and we will be marking the occasion through themed in-airport activity that highlights Jameson’s heritage. Activities for travellers will play on elements of the iconic tale, bringing to life the story behind this year’s limited edition.”
