Pernod Ricard’s Irish whiskey unit is rolling out a worldwide marketing push for flagship brand Jameson.
Debuting in the US, ‘Must be a Jameson’ will comprise TV, out-of-home, digital-out-of-home and social media activity. The activation will then go global “later in 2024”.
The main TV spot is narrated by Irish actor Cillian Murphy.
According to Irish Distillers’ CEO, Nodjame Fouad, Jameson broke the 10m-case barrier for the first time last year. In results from the 12 months to the end of June this year, the brand delivered a 10% sales increase on a 2% volume lift.
Irish Distiller’s Midleton distillery near Cork in southwest Ireland, which is home to Jameson production, was badly affected by Storm Babet last month. A spokesperson told local press at the time that the facility’s visitor centre had been “significantly damaged”. The Midleton Distillery Experience had been officially opened just three weeks before the flood waters hit.
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