Daily

SEEING GREEN

How brands are celebrating St. Patrick’s Day

Happy St. Patrick’s Day! Hopefully, you’ve got your green on – this year, celebrations appear to be back and bigger than ever (or at least bigger than the last few St. Pat’s). After a two-year hiatus, NYC’s annual St. Patrick's Day Parade will be making its way down Fifth Avenue, celebrating 260 years of marching; meanwhile, in Chicago, the river has once again been dyed bright green. Brands, too, are going all out. Here, we’re taking a look at three cool – and notably boozy – campaigns.

TULLAMORE D.E.W.

Taking issue with the fact that many Americans misspell St Paddy’s Day – it’s two d’s, not two t’s! – Irish whiskey brand Tullamore D.E.W. teamed up with Pat LaFrieda, the famed meat purveyor, on a limited-run whiskey and burger patty kit ahead of the holiday. The collaboration has been appropriately dubbed the St. Paddy’s Day Patty. The party-ready kit includes a dozen 8-ounce patties and a redemption code for a bottle of Tullamore D.E.W. courtesy of Drizly, among other treats. Just 193 kits are available, a wink to Tullamore D.E.W.’s 193-year history.

JAMESON

As perhaps the most iconic Irish whiskey maker (sorry, Tullamore), Jameson always goes big on St. Patrick’s Day. Last year, we wrote about how the liquor brand paid 50 lucky people to take off work on March 17th in order to properly celebrate. ​​This year, to make up for pandemic-related cancellations the last two St. Pat’s, they’re asking Americans to celebrate the holiday not one but two days, both March 17th and March 18th. Anyone who makes the two-day pledge will be entered to win prizes, including $20.22 sent via carrier pigeon to be used solely on St. Patrick's Days (plural intentional).

BAILEYS

To celebrate St. Pat’s, Baileys Original Irish Cream has found a rather unlikely partner in NYC’s beloved bagel institution Ess-a-Bagel. The two revered brands are teaming up on a St. Patrick's Day Brunch Box that features Ess-a-Bagel Shamrock Green bagels, green-and-white cookies (a riff on the classic black-and-white cookie), and – the real draw here – half a pound of cream cheese infused with Baileys (technically, the flavor of Baileys, not the liqueur itself, as this schmear is non-alcoholic). It’s available for nationwide shipping, but if you happen to be in New York City, you can swing by the pop-ups inside Ess-a-Bagel stores at 831 3rd Avenue and 108 West 32nd Street.


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