Jameson goes silver for St Patrick's Day

Jameson is launching a limited edition silver bottle decorated with Celtic-inspired shapes to celebrate St Patrick's Day on March 17.

The bottle has a metallic surface and is designed to look as if it is solid silver. The new look aims to appeal to a younger whiskey audience.

Pernod Ricard UK's whiskies marketing head Patrick Venning said: "This is a fantastic opportunity for us to showcase Jameson's heritage and craftsmanship with our own distinctive bottle design for the UK.

"This is a first for Jameson, and we're expecting to create some real excitement at a hugely important time for us. This limited edition bottle was an ideal opportunity for us to reinforce Jameson's credentials as a premium, modern and upbeat whiskey brand with a playful side."

Jameson will run ads in film magazine Shortlist to drive awareness of the promotion – part of an increased link to films which will include a cult film screening event in partnership with Shortlist on St Patrick's Day, as well as sponsorship of the Empire Awards 2009.