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How drinks brands are celebrating St Patrick’s Day in 2024

St Patrick’s Day is this Sunday 17 March, and drinks brands have been making the most of the occasion. In this round-up, we’ve taken a look at how different brands are celebrating — including marketing campaigns, special releases, and rebrands.

Shanky’s Whip runs ‘Shank Patrick’s Day’ campaign

Irish whiskey liqueur brand Shanky’s Whip has launched a global campaign targeting on- and off-trade for the month of March, to turn St Patrick’s Day into ‘Shank Patrick’s Day’. Shanky’s has special serves and merchandise for the hospitality sector, and in retail the brand is launching sampling activations and gift packs. 
The brand’s social media campaign will promote ‘I’m a Little Shanky’s, Short and Stout’, a song promoting its take on a Short and Stout combination. 

Bushmills launches super-rare 31-year-old Irish whiskey

In celebration of St Patrick’s Day, Bushmills Irish Whiskey launched a 31-year-old bottling to Great Britain. Just 12 bottles have been made available through retailer the Whisky Shop. The ultra-exclusive release has been matured in oloroso sherry butts before an 18-year finish in second-fill Madeira casks.  

Kahlúa campaign exchanges Guinness for Espresso Martinis

According to research by Kahlúa, most Britons prefer an Espresso Martini to a Guinness, and the brand’s St Patrick’s Day marketing campaign reflects this. Kahlúa has teamed up with former Ireland rugby player Rory Best to encourage people to order what they want on St Patrick's Day — cocktail or stout — without judgement.

Tullamore DEW refreshes bottle design

Galway distiller Tullamore DEW has updated its bottle design in time for St Patrick’s Day. The new label centres Tullamore’s iconic Irish wolfhound, symbolising the brand’s values of loyalty, friendship, and strength. Alongside the rebrand, Tullamore is running a marketing campaign across the UK, including a competition to win a trip to the distillery.

Midleton Distillery Experience reopens following flooding

After closing in autumn 2023 due to flooding, Midleton Distillery Experience reopened this week in time for St Patrick’s Day. The relaunched experience includes tours, cocktail classes, and an in-depth behind-the-scenes view of how Irish Distillers’ whiskey is made. 

Talnua Distillery’s anniversary coincides with St Patrick’s Day

St Patrick’s Day celebrations are not limited to Irish brands. Colorado-based distillery Talnua, known for its pot still whiskeys, is celebrating its 5th anniversary on St Patrick’s Day.
The team behind Talnua were inspired by pot still whiskey on visits to Ireland, and decided to try their hands at it back home across the Atlantic. At its annual St Patrick’s Day event this week, Talnua will unveil 2024 Olde Saint’s Keep Special Release Whiskey. 

15 March 2024 - Lucy Schofield