In the lead-up to St Patrick’s Day, Born Irish Whiskey is once again ripping up the rulebook with the launch of its bold new Paddy’s Day campaign. Running from 1st to 17th March, the campaign brings Born Irish’s signature alternative edge to the biggest day in the Irish calendar, blending comedy, creativity and whiskey in equal measure.
Following the success of Born Irish’s unconventional takes on Halloween and Christmas, this year’s St Patrick’s Day activity builds on the brand’s ongoing partnerships with some of the freshest talent in alternative comedy. Born Irish has collaborated with local comedians including James McKegney, Aaron Butler, Saul Duffin and Ciaran Franco to create a series of social media and YouTube sketches.
The creative twist? The sketches play out like a festive build-up to Christmas — only it’s St Patrick’s Day they’re preparing for. From opening an advent calendar and hanging decorations to practising the perfect bar order in the mirror, the campaign playfully reimagines Paddy’s Day as the most wonderful time of the year.
To bring the campaign to life, Born Irish has also created bespoke Paddy’s Day merchandise in collaboration with local illustrator Thomas Bannon. Limited edition Born Irish t-shirts and scarves will appear throughout the sketches, be available for purchase, and feature in giveaways for consumers and bar staff.
As part of the celebrations, Born Irish is hosting the Midnight Gass Comedy Event at Ulster Sports Club, Belfast, on Sunday 16th March — the eve of St Patrick’s Day. The event will offer an unforgettable night of stand-up from Northern Ireland’s finest comedians, two complimentary Born Irish serves, and the chance to snap up exclusive merchandise. Tickets will be available to win via Born Irish Whiskey’s social channels.
Ali Pickering, Chief Marketing Officer at Drinksology Kirker Greer, commented:
“Born Irish Whiskey was created to break the rules — from its bold look to its unexpected taste — so working with alternative comedy talent is the perfect way to bring the brand to life. This St Patrick’s Day campaign is just one part of a wider marketing investment in Born Irish. Alongside social media content and influencer partnerships, we’re driving trial in bars through fun activations like Whiskey Pong, building visibility in retail, and preparing to launch a high-impact London Underground campaign. Expect even more rule-breaking from Born Irish Whiskey in 2025.”
The campaign will also be amplified with influencer collaborations, gifting limited edition merchandise to influential voices across the UK and Ireland, including Scottish Drink Influencer of the Year 2024 Inka Larissa, The Mindful Mixologist, Kitty Cowell, Laura Lucas and renowned tattoo artist Jamie Mattocks.
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