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Sazerac lines up St Patrick's Day push for Paddy Irish Whiskey

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Sazerac's UK unit has rolled out a St Patrick's Day campaign for its Irish whiskey, as it also looks to highlight the brand's rugby tie-up.

Prize tags will feature on 15,000 Paddy Irish Whiskey bottles

Prize tags will feature on 15,000 Paddy Irish Whiskey bottles

Hi-Spirits said yesterday that a competition around the Paddy brand will include tickets to London Irish Rugby Club tickets. The company first announced a sponsorship deal between Paddy Irish Whiskey and London Irish Rugby Club last year.

Prize tags will feature on 15,000 bottles, from the end of February.

"Paddy ... has strong links with St Patrick's Day celebrations," said James Pattison, UK brand manager for Paddy. "This promotion is a great way to build on the success of our partnership with London Irish."

The 40% abv whiskey carries an RRP of GBP20 (US$26.60) per 70cl bottle.

Sazerac acquired the Paddy brand from Pernod Ricard in 2016

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