On the heels of the Jameson Irish Whiskey ‘Must be a Jameson campaign,’ Jameson celebrated their new holiday, St. Patrick’s Eve, because 'a Jameson' wouldn't let Leap Year get in the way of a good time. Celebrity talent, influencers, industry and VIPs gathered at Beast & Butterflies in Times Square at M Social hotel for an all-out green themed celebration. Leap Year stole what would have been the first proper Saturday St. Patrick’s Day in years, so Jameson declared a new unofficial holiday on Saturday, March 16 - St. Patrick’s Eve - teaming up with comedians Colin Jost and Michael Che to encourage revelers 21+ to officially celebrate on the best night of the week.