Bord Bia has announced a global St Patrick’s Day programme promoting Irish food and drink across 15 countries.

The Irish food board's overseas offices will be coordinating over 40 St. Patricks Day events across four continents this month.

Irish food, drink, and horticulture exports reached a record €19 billion in 2025, marking a 12% increase driven by strong growth in dairy and beef.

Bord Bia

Bord Bia will hold a range of events across priority European and international markets from the UK to Singapore.

Bord Bia is sponsoring London’s St. Patrick’s Day Parade at Trafalgar Square, which attracts over 50,000 visitors annually.

The UK market is Ireland’s number one destination for food, drink, and horticulture, worth €6.4 billion and accounting for 35% of Irish food and drink exports in 2025.

In North America, Bord Bia is hosting a series of Spirit of Ireland workshops for premium bar and restaurant professionals in Toronto, Boston, and New Hampshire.

The educational events are based around the heritage and evolution of the Irish spirits industry.

Dave Mulligan, owner of Bar 1661 in Dublin, will also lead cocktail masterclasses around Irish spirits and their potential use in cocktails, which Bord Bia said is an "underdeveloped space for Irish companies in the US".

St Patrick's Day

In Italy, campaigns promoting Irish beef are taking place across 190 Esselunga supermarkets.

Adverts will be placed on 200 billboards and 80 metro stations in northern Italy where Irish beef will be highly visible to Italian consumers.

One of Milan’s well-known butchers, Giorgio Pellegrini, will be featuring new Irish beef dishes weekly in his restaurants.

In France, 19 Irish food and drink suppliers will have the opportunity to showcase products to key buyers at Carrefour’s flagship store in Paris.

In Germany, the focus this month will be on two key tradeshows which are due to attract over 120,000 visitors.

Asia

In Singapore, Bord Bia will promote Irish suppliers for a month-long campaign.

The initiative will cover eight venues, including, for the first time, bars, to showcase exclusive creations inspired by Ireland’s produce and craft spirits.

Bord Bia also plans to host a "dedicated foodservice activation" in Thailand focused on Irish beef and newly launched Irish seafood brands.

Commenting on the St Patrick's promotions, Jim O’Toole, Bord Bia chief executive, said: "St. Patrick’s Day continues to be an incredible opportunity to drive commercial opportunities for Irish companies and to showcase the versatility of Irish food and drink globally.

"Bord Bia’s activities in March are all about backing Irish producers, growing strong relationships around the world, and continuing to demonstrate to our international customers why Ireland is a trusted source of great food and drink."