Why Strategy Beats Luck On St. Patrick’s Day

Any alcohol brand worth its whisky knows that simply hoping for eager consumers to follow the rainbow and find the pot of gold is a waste of time. Alcohol brands need to act fast and with clear purpose to ensure their occasion based marketing efforts meet the mark. This couldn’t be more true for St. Patrick’s Day, where consumer spending reaches a frenzied fever pitch.

DID YOU KNOW?

• 88% of Americans celebrate St. Patrick’s Day
• $5.3 BN spent on St. Patrick’s Day in 2017
• It is fourth largest drinking day in America
• 65%  of Americans drink (and this number is only rising)
• $245 BN will be spent on beer in America
• 82.5% of Americans plan on wearing green
• $42 is the average spend by Millennials – the highest average out of all age groups
• $38 is the amount the average St. Paddy’s partier will drop

7 ST. PADDY’S DAY TACTICS TO KEEP YOUR BRAND SEEING THE GREEN

Social Engagement
Trivia questions, incentivize sharing, user generated content, influencer marketing

Real-time Engagement
On-premise gamification, photo contests, reward on-premise purchases, text-to-enter programs with fast responses

Rewards Programs
Uber/Lyft rides, Sweepstakes getaway to Ireland, digital content (Irish artists downloads), branded swag

Content Marketing
Recipe sharing with consumers, customized videos, blogs, digital games/apps

Rebates
Cash-back, time / location dependent offers (age and state gated)

Continuity Programs
Purchase x more times (keep consumers engaged after St Paddy’s Day), visit 5 different bars

B2B/Trade Programs
Bar owner / bartender promotions “Stock more, Earn more”