The new campaign, from alcohol education charity Drinkaware, is designed to help middle-aged drinkers cut down on alcohol.
Jameson Caskmates Fourpure Edition will be exclusive to pubs and bars and available from September.
Insight from Pernod Ricard UK suggests gin will be a popular festive tipple for the third year running, while hot and martini-style cocktails will dominate menus.
It's not just for curry houses, say the organisers.
Will Buck is the manager of McMullen & Sons pub the Nags Head in Covent Garden. He has been with McMullen & Sons for 17 years, starting off at Saracens Head in Ware as an assistant Manager with his first taste of management in Windsor. Before McMullen's Will worked in Bristol for Greene King. In his spare time you can usually find him on the golf course or with his daughter.