Pernod Ricard is launching a limited edition silver bottle for its Irish whiskey brand Jameson's in the UK, in time for St Patrick's Day.

The silver sleeve has been designed to give a "modern twist" to the Irish heritage of Jameson, the company said today (16 February).

The off-trade promotion will run for the month of March with an RRP of GBP16.49 (US$23.50) and around 9,000 bottles being sold at major multiples, convenience and independent stores, as well as select wholesale cash and carry outlets.

Pernod's UK arm said it will run full- and half-page adverts in ShortList magazine in the run-up to St Patrick's Day on 17 March.

Patrick Venning, head of marketing for whiskies at Pernod Ricard UK, said: "This is a first for Jameson, and we're expecting it to create some real excitement at a hugely important time for us."