The “Live Irish Music Night” offered an ideal opportunity to link the culture associated with Irish alcohol and Irish music. An Irish band was invited to perform a range of traditional Irish music and songs throughout the night. During the event, promotional efforts were focused on Baileys, Guinness, Jameson and various cocktails made using the three brands. Detailed menu cards were produced to give consumers a direct understanding of the Irish alcoholic products, their history, distinguished features and learn about various Irish cocktails. Prizes were organized for lucky draws, which were held regularly throughout the evening. The event was successful and fulfilled its purposes of stimulating Irish alcoholic beverage sales and increasing consumer awareness.
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