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Jameson St Patrick’s Day limited-edition bottle launch at London Gatwick Airport with World Duty Free |
EUROPE. Jameson Irish whiskey is launching a limited-edition bottle throughout European travel retail stores to mark St Patrick’s Day (17 March 2011).
Designed by Irish artist Paul Daly, the bottle aims to make St Patrick’s Day more contemporary and relevant to global consumers, according to brand owner Pernod Ricard.
Throughout March 2011, major launches are taking place in key airports across Europe, including London Heathrow, London Gatwick, Paris Charles de Gaulle, Rome, Moscow, Tenerife and Gran Canaria, with supporting launches in a further 25 key UK and European airports.
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, redefining it as a chance to ‘celebrate with the true Irish spirit’ of Jameson. This theme will be continued through in-store executions which bring to life the new design and encourage travellers to taste Jameson whiskey.
Pernod Ricard Travel Retail Europe Brand Manager Neil Sharp commented: “Although a small nation, Ireland has an enormous and far-reaching global population and can boast an extremely rich culture. St Patrick’s Day is an occasion where the whole world can join in celebration of this and, in honour of this occasion, Jameson, the world’s number one Irish whiskey, has released a beautiful special edition bottle.
“We are launching and animating this bottle extensively throughout European travel retail to encourage international consumers to engage with the brand. It is strong testament to the strength of our partnership with retailers the extent to which we will activate this product and footprint we will achieve and we take great delight in this.”
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.
