Kahlúa has launched a St Patrick’s Day stunt outside of some of London’s most popular stout selling pubs, highlighting that 60% of Brits would rather an espresso martini than a stout.
According to the survey from the coffee liquor brand, a quarter of people (22%) would be ready to make the switch exclusively from stout to the coffee-based liquor on the day.
As part of the stunt, a Kahlúa van appeared outside of popular London pubs including the Auld Sillelagh, Stoke Newington.
The stunt will also see Dirty Martini St Paul’s giving away mini pint glasses to the first 40 customers who order an espresso martini from when they open at 4pm.
It comes amid a desire for more contemporary approaches to traditional celebrations to come as more people seek to personalise occasions.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
Global VP of marketing for Kahlúa Craig Van Niekerk said: “The people have spoken, and we’ve listened. It’s time to stir up St Patrick’s Day and have everyone enjoying their drinks – and what better way than with ha Kahlúa espresso martini?”
“Kahlúa makes moments less mundane by bringing something extra to the everyday.”
He added: “Ultimately, we want everyone to celebrate St Patrick’s Day in their own way, with whahtever they desire. Whether that’s a pint of stout, a dazzling espresso martini, or just a tall glass of water, it’s each to their own right?”
Ex-Ireland professional rugby player Rory Best chimed: “As an ex-professional rugby player, there’s a particular pint I’ve always been associated with and whenever I go to the bar people always know what I want to drink… it’s true, there’s nothing quite like a cold, black and creamy beverage on St Patrick’s Day, but for me, its got to be a Kahlúa Espresso Martini.”
“I’m proud to stir things up with Kahlúa this St Patrick’s Day, challenging traditional stereotypes and encouraging everyone to celebrate in their own way, whatever they want to drink – Feliz St Patrick’s Day!”
