Jameson Irish Whiskey is capitalizing on its new Major League Soccer partnership with a limited-edition cocktail kit and signature game day recipe ahead of the 2025 MLS All-Star Game in Austin.
The world’s best-selling Irish whiskey brand announced today the launch of the Jameson Irish Goal Soccer Cocktail Kit, featuring the brand’s Original expression alongside cocktail accessories designed specifically for soccer fans. The kit will be available exclusively on ReserveBar.com starting August 5 for $60 plus shipping.
New Irish Whiskey Cocktail Recipe Targets Soccer Fans
Jameson’s partnership with MLS, announced earlier this year, marks the brand’s first major American sports sponsorship. The collaboration introduces the “Jameson Irish Goal” cocktail – a variation of the popular Jameson Ginger & Lime that incorporates Tajín seasoning for a soccer-themed twist.
“Jameson is committed to bringing people together through common bonds and shared passions,” said Valeria Catterini, Senior Director of Marketing at Pernod Ricard USA. The recipe calls for one part Jameson Original, three parts ginger ale, lime, and a Tajín-dressed rim.
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The limited-edition kit includes Jameson Original, Tajín Clásico Seasoning, ginger ale, dehydrated limes, soccer ball ice cube molds, and a foam soccer ball. According to the official tasting notes, Jameson Original offers smooth, sweet notes with mild woody and nutty undertones.
Irish Whiskey Brand Expands Sports Marketing Strategy
The MLS partnership represents a strategic move for Jameson, which holds 67% of the Irish whiskey category market share in the United States. The brand reached 10.4 million cases sold globally in 2022, maintaining its position as the world’s top-selling Irish whiskey.
“MLS is always looking for ways to elevate the fan experience, and partnering with Jameson to create a custom cocktail brings that to life,” said Jen Cramer, MLS Executive Vice President of Partnership Marketing.
The timing aligns with significant growth in both soccer viewership and Irish whiskey consumption in America. Irish whiskey remains one of the fastest-growing spirits categories in the U.S., while MLS continues expanding with 30 clubs across the United States and Canada.
Jameson’s activation includes presence at official MLS All-Star Game events in Austin throughout the week. The brand, owned by French spirits giant Pernod Ricard, is positioning itself to capture younger consumers who follow soccer and seek premium spirits experiences.
The partnership adds to MLS’s growing portfolio of alcohol sponsors as the league seeks to enhance fan experiences and generate additional revenue streams ahead of the 2026 FIFA World Cup, which the United States will co-host.
