Born Irish Whiskey has unveiled its St Patrick’s Day (17 March) campaign created in collaboration with local comedians.

The campaign titled ‘Paddy’s Day’ will run from 1-17 March and features social media content from comedians James McKegney, Aaron Butler, Saul Duffin and Ciaran Franco.

The comedians are featured opening an advent calendar and hanging decorations but instead of preparing for Christmas, it is St Patrick’s Day that is “the most wonderful time of the year”.

As part of its marketing drive, the whiskey company has collaborated with illustrator Thomas Bannon to create bespoke merchandise including limited edition T-shirts and scarves.

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Ali Pickering, chief marketing officer at Drinksology Kirker Greer, said: “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.”

The campaign will be supported by influencer collaborations, with the brand gifting merchandise to ‘influential voices’, including Inka Larissa, Scottish Drink Influencer of the Year 2024 and Kitty Cowell.

Born Irish will also host the ‘Midnight Gass’ Comedy Event at Ulster Sports Club in Belfast on March 16.