Ahead of the upcoming St Patrick’s Day (17 March), brands are busy launching new products and editions to celebrate the big holiday. The Guinness beer and the Jameson whisky are traditionally considered as the most Irish trademarks, and they just couldn’t miss the date. As part of the upcoming celebration, the brands have announced two products which are totally dedicated to the holiday—HP Guinness Sauce, designed by leading London brand consultancy Bulletproof, and limited edition Jameson bottle, created in collaboration with acclaimed designer Paul Daly.

Photo: Fidelgastro.co.uk

Let’s start with the non-alcohol part. Heinz and Diageo, the owner of Guinness, have teamed up again to present a holiday product called HP Guinness Sauce, which is appealing both to male consumers in their twenties and thirties and women who enjoy cooking. The new seasoning will come to stores this month, priced at £1.99 for 475g. The new product, which will be available in February and March, will “blend of the signature flavours of Guinness HP Sauce to create a distinct and unique sauce that will highlight the quality and strength of both brands”. The launch of the new sauce will be supported by a digital PR campaign featuring former England rugby captain Phil Vickery. It’s the second collaboration of the two brands—back in 2009, they released a limited edition Heinz Taste of Home Steak and Guinness Casserole Soup.

Photo: The Publican

The second holiday product, now the one exclusively for grown-ups, comes from Jameson Irish Whiskey and the renowned designer Paul Daly, who created a modern bottle with a design, inspired by the legendary Celtic illustrations in The Book of Kells. The product will be available in the UK at the price of £18.39 starting mid-February. “As an Irishman who has spent much of his life living abroad, the opportunity to fuse my interests in Irish culture with art and a truly Irish brand like Jameson was something I couldn’t refuse. St Patrick’s Day is always a fun-filled celebration of the Irish, and it was a great experience creating something that drinkers around the world can enjoy on the big day,” commented the Daly on the project.

Stay tuned for information on the  activities and product launches, dedicated to this year’s St Patrick’s Day celebration.