St. Patrick’s Day has long been dominated by one iconic drink: stout. But Kahlúa is offering a different kind of black and creamy option this year. With help from Wieden+Kennedy London, the coffee liqueur brand is encouraging celebrants to swap their pint of stout for an Espresso Martini.
The campaign, titled “Feliz St. Patrick’s Day,” playfully challenges the holiday’s drinking traditions by promoting the cocktail as a stylish alternative to stout across the UK, Ireland and the United States.
On March 17 each year, more than 13 million pints of stout are consumed worldwide. Yet research cited by the brand suggests the drink is not everyone’s first choice. According to Kahlúa, 60 percent of Brits say they would rather celebrate St. Patrick’s Day with an espresso martini than a pint of stout.
The campaign is rolling out through a mix of outdoor activations, social media content and a humorous film that leans into the holiday’s familiar imagery before delivering a twist.
In the week leading up to St. Patrick’s Day, Kahlúa is sending a digital out-of-home van and poster placements to areas outside Irish bars across cities in the UK and Ireland. The effort also includes a special cover wrap of The Evening Standard that nods to the visual look of stout.
Meanwhile, visitors to the St Paul’s location of the Dirty Martini bar in London can receive an “Incognito Espresso Martini Mini Pint Glass” when ordering two for one espresso martinis during the promotional week.
The campaign’s centerpiece is a film directed by Oscar-nominated filmmaker Michael Lennox, known for his work on the hit comedy series Derry Girls. The spot stars Irish TikTok father-and-son duo Tadhg and Derry Fleming, alongside Ian Ryan, a stout enthusiast and founder of Beautiful Pints.
The film recreates many of the visual cues associated with traditional Irish stout advertising, including moody bar settings, close ups of dark pints and traditional Irish music. Just as viewers expect the familiar stout pour, the drink is revealed to be an espresso martini instead. Watch below:
Craig van Niekerk, global vice president of marketing for Kahlúa, said the campaign encourages people to celebrate the holiday in their own way. “The people have spoken, and we’ve listened. It’s time to stir up St. Patrick’s Day and have everyone enjoy their drinks, and what better way than with a Kahlúa Espresso Martini,” he said. “Ultimately, we want everyone to celebrate St. Patrick’s Day in their own way with whatever drink they desire.”
Additional social content featuring the Fleming duo, Ryan and former Irish rugby player Rory Best will support the campaign across Kahlúa’s social channels.
The effort continues the brand’s “Stir Up” platform launched in late 2023, which positions Kahlúa as a playful ingredient that can add a little drama and personality to everyday moments.
Creative directors Philippa Beaumont and Freddy Taylor from Wieden+Kennedy London said the project reflects the brand’s playful tone. “One minute we’re kicking down doors with a movie star, the next we’re coming for stout’s spotlight on St. Patrick’s Day,” they said. “Who knows where Kahlúa will take us next, but we’re excited to stir more things up.”
Their colleagues Charlie Hood and Liam Abraham added with a wink, “It’s not every day you get to make an Irish stout ad for a Mexican coffee liqueur brand. Feliz St. Patrick’s Day.”
CREDITS:
BRAND: Kahlúa
- Craig van Niekerk – Vice President
- Filip Kiisk – Creative Director
- Don Cheney – Social Manager
- Gaia Gilardini – Communications Director
- Ned Paterson – Content Manager
- Elisabeth Groening-Wall – Content Manager
- Sarah Witwoet – Marketing Manager
- Ciaran Hayes – Brand Manager
- Andrew Dunphy – Brand Manager
AGENCY: Wieden+Kennedy London
- Ana Balarin – Chief Creative Officer
- Hermeti Balarin – Chief Creative Officer
- Ryan Fisher – President
- Freddy Taylor – Creative Director
- Philippa Beaumont – Creative Director
- Charlie Hood – Creative
- Liam Abraham – Creative
- Brian Ritter – Strategy Director
- Melanie Eckersley – Planner
- Anjali Patel – Communications Director
- Ollie Pym – Group Account Director
- Mychel Peoples – Account Director
- Louis Haines – Account Manager
- Rich Adkins – Head of Production
- Amy Leach – Head of Production
- Lucy Edwards – Print Producer
- Helena Tomas – Business Affairs Director
- Alex Coomer – Business Affairs Manager
- Phil Rosier – Design Director
- David Brodie – Studio Director
PRODUCTION COMPANY: WracK
- Freddy Taylor – Director
- Philippa Beaumont – Director
- Anna Neilson – Executive Producer
- Emma Wellbelove – Producer
- Aoife Leonard – Production Manager
- J.P. Quill – Director of Photography
- Jenny Owens – Production Designer
- Andreas Näslund – Stylist
- Darragh O’Flanagan – 1st Assistant Director
- Andrej Pacher – Gaffer
- David Kiarie – Electrician
- Camilla Gomes – Focus Puller
- Maria Pires – Camera Trainee
- Matt Thomson – Sound
POST PRODUCTION / VFX: RASCAL
- Phil Ashley – Editor
- Dan Levy – Colorist
MUSIC/SOUND: RASCAL
Izaak – Sound Designer
MUSIC: Twenty Below Music
Guy Farley – Arranger
