Jameson Irish Whiskey pulled out all the stops for an unforgettable celebration in the heart of Times Square on March 16th, 2024. The occasion? None other than St. Patrick’s Eve, a brand-new holiday conceived by Jameson to ensure that Leap Year wouldn’t put a damper on the festivities. With the tagline “Must be a Jameson,” the brand rallied celebrity talent, influencers, industry insiders, and VIPs for an exclusive soirée at Beast & Butterflies in the M Social hotel.
Guests were treated to an evening brimming with green-themed delights, courtesy of Jameson’s impeccable planning. The festivities kicked off with beats by DJ Jus Ske, complemented by a mouthwatering selection of themed appetizers and Jameson Irish Whiskey signature cocktails. Not to be missed was the debut of Jameson’s RTD Orange Spritz, a refreshing addition to the brand’s repertoire.
The Rock Drop
As the clock struck midnight in Ireland (8 pm EST), attendees were treated to a one-of-a-kind spectacle: the ‘rock drop.’ This playful twist on the iconic Times Square ball drop saw a giant Jameson whiskey bottle descend from the venue’s wraparound patio, signaling the official start of the St. Patrick’s Eve celebrations.
The excitement continued with an electrifying performance by Pee .Wee, better known as Anderson Paak, whose animated showmanship had guests on their feet. Hosts Michael Che and Colin Jost added their signature charm to the evening, mingling with guests, introducing Pee .Wee’s performance, and even trying their hand at mixing Jameson cocktails behind the bar.
The star-studded guest list included luminaries from music, entertainment, and beyond, such as Michael Che, Colin Jost, DJ Pee .Wee (aka Anderson .Paak), Maxwell, Odelya Halevi, Lukas Gage, Leila George, and many more. Dressed to the nines in their finest green-themed attire and sporting limited-edition Jameson bomber jackets, attendees reveled in the festive atmosphere.
From start to finish, Jameson’s St. Patrick’s Eve bash was a night to remember, filled with laughter, music, and the unmistakable spirit of Irish hospitality. As guests bid farewell to Beast & Butterflies, they carried with them memories of an unforgettable celebration and a newfound appreciation for the magic of St. Patrick’s Eve. Cheers to Jameson Irish Whiskey for bringing the party to Times Square and ushering in a new era of pre-St. Patrick’s Day revelry!
A Proper Saturday Celebration
Since 2018, the world has eagerly anticipated the return of St. Patrick’s Day falling on a Saturday. However, Leap Year threatened to disrupt this long-awaited celebration. Who wants to wait until 2029 for a proper Saturday celebration? Certainly not Jameson Irish Whiskey. That’s why they took matters into their own hands and introduced a new holiday: Jameson St. Patrick’s Eve, celebrated on Saturday, March 16.
St. Patrick’s Eve embodies the essence of Jameson’s ‘Must be a Jameson’ campaign, fostering a sense of camaraderie among like-minded individuals who embrace the festive spirit. Recognizing the power of holidays to unite people, Jameson enlisted the comedic talents of Colin Jost and Michael Che to serve as hosts for the inaugural St. Patrick’s Eve celebration. Together, they set the stage for an unforgettable evening filled with laughter and revelry.
“Our Must be a Jameson campaign honors a community anchored by their shared lighthearted spirit, so when Leap Year skipped over a Saturday St. Patrick’s Day, we did exactly what a Jameson would do: we created a completely new holiday so people can start celebrating St. Patrick’s Day a little early,” says Johan Radojewski, Vice President of Marketing, Jameson Irish Whiskey. “We teamed up with Colin Jost and Michael Che to help us seize this moment and encourage everyone to embrace St. Patrick’s Eve, because they’re a duo who appreciates smooth Irish Whiskey, good company and a brand-new holiday – just like any Jameson would.”
“I don’t believe in leap years,” said Jost. “Which is why I’m several days late for every appointment. But for all you sheep who trust the Big Calendar and think February ‘sometimes’ has an extra day, we’ve gotten you off the hook by inventing a new holiday, St. Patrick’s Eve. And like I keep yelling at my family and therapist, ‘This isn’t just an excuse to party on Saturday as well as Sunday. It’s a real holiday.'”
Michael Che, also on board, making this Jameson partnership the first joint brand deal for the close pair. “Colin is also probably a little relieved we’re going to spend a Saturday night ringing in St. Patrick’s Eve with Jameson, instead of reading the jokes I write for him.”
Making History…
Jameson Irish Whiskey made history as one of the pioneering brands to orchestrate the Times Square Ball drop in celebration of a new holiday. Expanding the St. Patrick’s Eve jubilation nationwide, Jameson illuminated the Sphere in Las Vegas, christened the Exosphere in vibrant Jameson green, adorned ferries and water taxis traversing the emerald-hued Chicago River, and staged a complete digital takeover at L.A. Live. The rock drop was live-streamed on JamesonSPE.com for viewers aged 21 and above. Additionally, in New York City, Jameson hosted a St. Patrick’s Eve kick-off event at Times Square Plaza between 43rd and 44th streets.
VIPs Loved the Vintage-inspired Jacket!
At the exclusive celebration at Beast & Butterflies, VIPs were spotted donning the Jameson limited-edition, vintage-inspired jacket. Crafted with a hidden pocket perfectly sized to hold a Jameson flask, this stylish garment is adorned with luxe patches that are signature to the iconic Irish Whiskey brand. Available for $150 while supplies last, all proceeds from the sale of these jackets benefit the Restaurant Workers’ Community Fund (RWCF), a nonprofit dedicated to advocating for food and beverage service industry workers. This initiative continues Jameson’s longstanding partnership with the organization, supporting its bartending community.
The party itself boasted an endless flow of Jameson Irish Whiskey, featuring signature cocktails such as the Old Fashioned. Additionally, the event showcased the Jameson Orange Spritz ready-to-drink canned cocktails, tapping into the insight that orange is the top-preferred flavor among whiskey drinkers. This newest addition to the Jameson ready-to-drink cocktail lineup has been reformulated with a higher alcohol by volume (ABV) of 7%.
For more information about Jameson St. Patrick’s Eve festivities or for St. Patrick’s Eve cocktail recipes, interested individuals can visit JamesonSPE.com and follow @Jameson_US on social media.
Disclaimer: As always, Jameson encourages responsible drinking. JAMESON® Irish Whiskey is 40% Alc./Vol. (80 Proof), proudly produced in Ireland and imported by John Jameson Import Company, New York, NY.
ABOUT PERNOD RICARD USA
Pernod Ricard USA is the leading spirits and wine company in the U.S., serving as the largest subsidiary of Paris, France-based Pernod Ricard SA, the world’s second-largest spirits and wine company. With approximately 19,000 employees worldwide, Pernod Ricard USA is listed on Euronext (Ticker: RI) and is part of the CAC 40 index.
The company’s portfolio includes prestigious brands such as Absolut Vodka, Avión Tequila, Chivas Regal Scotch Whisky, The Glenlivet Single Malt Scotch Whisky, Jameson Irish Whiskey, Kahlúa Liqueur, Malibu, Martell Cognac, Olmeca Altos Tequila, Beefeater Gin, Del Maguey Single Village Mezcal, Código Tequila, Monkey 47 Gin, Seagram’s Extra Dry Gin, Malfy Gin, Hiram Walker Liqueurs, Midleton Irish Whiskey, Redbreast Irish Whiskey, Aberlour Single Malt Scotch Whisky, Lillet, Jefferson’s Bourbon, TX Whiskey, Skrewball Whiskey, Smooth Ambler Whiskey, Rabbit Hole Whiskey, Pernod, and Ricard. The company also offers superior wines such as Jacob’s Creek, Kenwood Vineyards, Campo Viejo, Brancott Estate, and Sainte Marguerite en Provence rosé, as well as exquisite champagnes and sparkling wines like Perrier-Jouët Champagne, G.H. Mumm Champagne, and Mumm Napa.
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Anthony is a passionate food enthusiast living in the bustling food scene of New York City. With an insatiable curiosity for culinary exploration, he loves exploring the city’s diverse eateries, seeking out unique flavors and sharing his gastronomic adventures with fellow food lovers.
