Jameson’s annual St. Patrick’s Day limited edition is making appearances in duty-free stores with a series of engaging in-airport activities including tastings, games and competitions set to encourage travellers to learn about the history of Jameson.
As seen on Duty Free Hunter last month (see story) this year’s limited edition bottle artwork, created exclusively by Dublin-based designer Steve McCarthy, is inspired by an iconic local saying: ‘to chance your arm’. The saying stems from an 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 – giving Dublin the famous saying still used today.

“St. Patrick’s Day is a key sales period in duty-free and 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.” – Michael Wilson, Brand Manager, Pernod Ricard Travel Retail EMEA.

Visitors to Dublin Airport will have an opportunity to “chance their arm” at The Loop Duty Free and win prizes in a promotion until the end of March 2017. Meanwhile at Amsterdam and Frankfurt Airports, Pernod Ricard Travel Retail EMEA has recreated the “door” from the legendary tale, allowing customers to reach inside to pick from a selection of prize winning cards. Tastings of the Jameson range will also take place at London Heathrow Terminal 2 until 3rd April 2017.

Jameson St Patrick’s Day 2017 Limited Edition bottle is now available worldwide in major domestic and Travel Retailers.

See more at https://www.jamesonwhiskey.com/en/