How liquor brands cashed in on St Patrick’s Day festivities

It’s that time of year again, the annual gathering of beer drinkers, and pretend beer drinkers, as cities around the world turned green to celebrate St Patrick’s Day. O’Hagan’s bar at Auckland’s Viaduct opened at 7am while Father Ted’s Original Irish Pub was expecting up to 2000 people through the doors. Not wanting to miss out on the fun, liquor brands and stores joined in, hoping to make the most of the shenanigans.

Heineken challenged Neil Patrick Harris to make the Dutch beer an Irish legacy, resulting in an awkward ad and an unconvincing Irish accent.

In an effort to win a share of WalletHub’s estimated $4.4B St Patrick’s Day spend by Americans, the actor took on a leprechaun to prove Heineken Light was worthy of being “the official beer of St. Patrick’s Day”. It’s an effort that doesn’t appear to work.

Closer to home, Jameson Irish Whiskey is celebrated the day with a limited edition Jameson St. Patrick’s Day bottle.

Liquorland also favoured whiskey as its choice of tipple, but with a twist. This year, the liquor store encouraged its customers to celebrate the day with a cake rather than a drink.

Liquor King also got into the spirit, encouraging its customers to do the same.

Keeping revelers in the mood was iHeartRadio, with Shamrock radio, a collection of some of Ireland’s best.

Of course it couldn’t have been St Patrick’s Day without Guinness.

And if celebrating like an Irish just didn’t feel right in New Zealand, Flight Centre shared its guide to St Patrick’s Day in Dublin.

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