In a very fine craft, she was rigged fore-and-aft
And oh, how the wild winds drove her
She had twenty-three masts and withstood several blasts
And we called her the Irish Rover – The Pogues, The Irish Rover
The Pogues Irish Whiskey, in partnership with Lagardère Travel Retail, has launched a tasting promotion at London Luton Airport to coincide with St. Patrick’s Day on 17 March.
The tasting activation, running from 3-19 March, invites travellers to swap a story over a dram of The Pogues. Customers who buy a bottle of The Pogues will receive a branded 4cl shot glass.
The promotion theme is ‘The Irish Rover’ and lyrics from The Pogues’ famous song appear on point-of-sale materials including tent cards, posters and beer mats.
Halewood Wines and Spirits (The Pogues’ brand owner) Managing Director, Europe and Global Travel Retail Simon Roffe said: “The aim of this promotion is to put The Pogues into the spotlight and celebrate St Patrick’s Day without resorting to leprechauns and limericks.
“It’s all about sampling this great liquid, enjoying time with friends, and listening to a little music … and all, if possible, in a dignified but rebellious Pogues fashion. We are delighted to be working with Lagardère on what we believe will be a very successful and most enjoyable activation.”
The Pogues Irish Whiskey (ABV 40%) was created by West Cork Distillers in association with the Celtic band from which it takes its name.
It is triple-distilled, non-chill-filtered and matured in American bourbon barrels before being bottled for travel retail in black one-litre bottles.
Lagardère will be listing Halewood’s premium gins – Whitley Neill, Marylebone and Liverpool Gin – in its UK travel retail outlets from April.
