Jameson embraced kindness this St. Patrick’s Day with a $500,000 donation to bartenders out of work amid Coronavirus closures.
St. Patrick’s Day is traditionally the best sales day of the year for the whiskey brand, but festivities have been dampened after bar and restaurants closured around the world. However, the brand was not ready to let festivities completely cease—Jameson pledged $500,000 to the U.S. Bartenders Guild in addition to making a promise to match every dollar given by the public, up to $100,000, to the Bartender Emergency Assistance Program. To continue the holiday spirit of St. Patrick’s Day, Jameson is running the pledge through the end of March.
While hoards of crowds were not able to enjoy Jameson together this year, the brand is still making an effort to bring people together through this social pledge. It considers this act a way to give back to the local bars and bartenders who have helped “pave the way for Jameson.” Bartenders who have been affected by Coronavirus closures can submit an application for relief to the program to get a share of the funds.
Jameson has been promoting the fundraising campaign across its social media channels in lieu of typical St. Patrick’s Day posts. Each post promoting the donations included the hashtag #LoveThyBartender, which Jameson is encouraging fans to include in their own posts. Jameson often runs unified omnichannel campaigns during St. Patrick’s Day, including in 2019 when the brand created a campaign to promote safe drinking, according to a Gartner report—and though this year the campaign is most likely not what the brand originally envisioned, its successful rollout is still reaching fans across the globe.
Despite a simpler celebration this year, Jameson is making the most of its circumstances and spreading kindness where it can. Other brands hit hard by COVID-19 closures may look to the spirits brand on how to continue bringing fans together in the time of social distancing.