SNL’s Colin Jost and Michael Che Help Jameson Irish Whiskey Tackle the Sunday St. Patrick’s Day Dilemma With a New Holiday
Colin Jost & Michael Che, a “Saturday Night Live” comedic duo, are hosting Jameson St. Patrick’s Eve celebrations in New York. (Photo: Jameson Irish Whiskey)
Jameson Irish Whiskey announced on Tuesday that it is introducing a new holiday this year: St. Patrick’s Eve.
The holiday will occur Saturday, March 16. Jameson’s reasoning behind the idea stems from the fact that St. Patrick’s Day falls on a Sunday rather than a Saturday this year due to 2024 being a leap year.
Jameson intends to introduce the new holiday with St. Patrick’s Eve branded jackets and a St. Patrick’s Eve celebration in Times Square in New York, co-hosted by “Saturday Night Live” comedians Colin Jost and Michael Che.
“I don’t believe in leap years,” Jost said in a statement. “Which is why I’m several days late for every appointment. But for all you sheep who trust Big Calendar and think February ‘sometimes’ has an extra day, we’ve gotten you off the hook by inventing a new holiday, St. Patrick’s Eve. And I keep yelling at my family and therapist, ‘This isn’t just an excuse to party on Saturday as well as Sunday. It’s a real holiday.'”
The two SNL comedians, who anchor “The Weekend Update,” were tapped by the Irish whiskey brand to star in content about the annoying aspects of Leap Year and how it puts the kibosh on Saturday St. Paddy’s Day festivities. Jameson additionally intends to host a St. Patrick’s Day Eve kick-off party with a live DJ, product giveaways and its very own “rock drop” at Times Square Plaza.
This latest endeavor from Jameson coincides with its “Must Be A Jameson” campaign, which debuted in November. The campaign encouraged Jameson fans not to take life too seriously and was narrated by the “Oppenheimer” star, Cillian Murphy.
“Our Must be a Jameson campaign honors a community anchored by their shared lighthearted spirit, so when Leap Year skipped over a Saturday St. Patrick’s Day, we did exactly what a Jameson would do: we created a completely new holiday so people can start celebrating St. Patrick’s day a little early,” Jameson Irish Whiskey Vice President of Marketing Johan Radojewski said in a statement from the brand. “We teamed up with Colin Jost and Michael Che to help us seize this moment and encourage everyone to embrace St. Patrick’s Eve because they’re a duo who appreciates a smooth Irish Whiskey, good company and a brand-new holiday – just like any Jameson would.”
The Jameson version of the ball drop will take place at 8 P.M. ET in Times Square — or midnight in Ireland. The Irish whiskey brand is one of the first brands to drop the Times Square Ball and intends to celebrate St. Patrick’s Eve outside of New York as well.
In Vegas, Jameson will light up the Exosphere in Jameson green. In the windy city, Jameson intends to wrap Chicago water taxis in Jameson-branded green as they ride up and down the dyed-green Chicago River. The brand intends to celebrate St. Patrick’s Day Eve in the city of angels by performing a “digital takeover” at L.A. Live.
Michael Che expressed his excitement for what marks the first brand deal for the comedic duo.
“Colin is also probably a little relieved we’re going to spend a Saturday night ringing in St. Patrick’s Eve with Jameson, instead of reading the jokes I write for him,” Che said.
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