Pernod Ricard is investing in a multimillion-pound ad campaign designed to give leading Irish whiskey brand Jameson a boost in the build-up to St Patrick’s Day.

The marketing drive includes TV and cinema ads, video on demand, social media advertising, a PR campaign and events in major UK cities.

It believes the marketing will reach 82% of the brand’s target audience of men and women aged 25-34.

“The Irish Whiskey category is on fire globally and the UK is experiencing the same momentum, with the category expected to continue growing another +8% by 2023,” said marketing director Raja Banerji, referencing IWSR forecasts. “Sociability is key to our target audience.

“Shared experiences in large mixed groups are at the heart of sociable occasions both at home and in the on-trade. We’re delighted to be sharing this new creative, which will excite, inspire and facilitate them to get together with friends and celebrate St. Patrick’s Day and beyond.”

Jameson is enjoying double-digit growth across the off-trade and in both grocery multiples and convenience, according to Nielsen. It is also the number two driver of value growth across the total whisk(e)y category.

It has also relaunched its cans of Jameson, ginger and lime in refreshed packaging.

Elsewhere, Pernod Ricard has introduced Absolut Passionfruit as the latest extension to the popular vodka brand’s range.

It will launch at Asda in early March, with an rrp of £20 for a 70cl bottle, and then be rolled out across the wider off-trade the following month.

“With three in five Absolut flavoured vodka drinkers stating they would buy Absolut Passionfruit, and Absolut commanding a 40% share of the flavoured vodka market in the off-trade, this launch is primed to elevate existing drinking occasions just in time for summer,” said Banjeri.