JAMESON LAUNCHES NEW CITY EDITIONS TRAVEL RETAIL EXCLUSIVE – Irish Whiskey News
JAMESON LAUNCHES NEW CITY EDITIONS TRAVEL RETAIL EXCLUSIVE
Jameson is appealing to the international jet setter with the release of a new special collection called City Editions, which will retail exclusively in Travel Retail outlets from this month for a limited period.
The labels have been designed to capture the urban culture and essence of eight great cities around the world, featuring Amsterdam, Bangkok, Dublin, London, Moscow, Paris, Singapore and Sydney. To further appeal to collectors and highlight the travel theme, each label is finished with postage stamp edges. Each label will be exclusive to the corresponding city’s key international airport, with the Amsterdam edition being the first to hit the shelves in Schiphol airport from August 2013, retailing at €24.50*.
To support the launch of the City Editions range, Jameson has created an activation programme that aims to maximise visibility, consumer engagement and sales.
Upon purchase, consumers will be invited to enter a City Editions Facebook photo competition for a chance to win a retro-inspired travel trunk, which doubles up as a drinks cabinet, containing all eight limited editions, along with four bottles of Jameson Original.
To enter the competition, consumers will be asked to post a picture of their limited edition bottle or of the city they love on Facebook at www.jamesonwhiskey.com/cityedition. Entries can also be submitted in the airport via a smartphone or custom iPads in promotional spaces.
The City Editions campaign will be further activated through experiential activities including a simulated bicycle ride in Amsterdam and a virtual city scape of Moscow.
Daniel Lundberg, Global Brand Director for Jameson, comments: “Jameson has become a worldwide success thanks to its consistent quality and smooth taste, but also for its innate Irish character which continues to inspire whiskey fans all around the world. With the Jameson City Editions, we wanted to celebrate the different cultures and personalities of some of the great cities around the world and we’re delighted with the end results. We are hopeful that this special collection and the marketing activity we are activating to support the launch will capture the imagination of international jetsetters and provide them with a unique memento of their travels for them to enjoy with their friends or keep as collectors’ items.”
To find out more about the Jameson City Editions activation, please scan:
*RRP: €24.50 or equivalent
Jameson is the world’s No 1 Irish whiskey. Award-winning as a result of its exceptional smoothness following its unique triple distillation process, Jameson is enjoyed in more than 120 countries worldwide. The core Jameson range includes Jameson; Jameson Select Reserve; Jameson Gold Reserve; Jameson Signature Reserve (Travel Retail exclusive) and Jameson Rarest Vintage Reserve.
About Irish Distillers
Irish Distillers Group was formed in 1966, when a merger took place between Irish whiskey distillers, John Power & Son, John Jameson & Son and the Cork Distillery Company. In an attempt to reverse the decline in Irish whiskey sales, the board of directors decided to close the existing distilleries in Cork and Dublin, and to consolidate production at a new purpose-built facility.
A site alongside the existing distillery in Midleton, Co. Cork was chosen as the location for the new distillery, as there was no room for expansion in Dublin. Both the Old Jameson Distillery and the Old Midleton Distillery currently operate as visitor centres attracting over 330,000 visitors annually. Following an early unsolicited takeover offer and one of the most protracted battles in Irish corporate history made by GrandMet, Allied-Lyons and Guinness, Irish Distillers was taken over by Pernod Ricard in June 1988 with the support of the management and employees.
Irish whiskey brands within the Irish Distillers’ portfolio include Jameson, Paddy and Powers, with Single Pot Still brands, Green Spot, Yellow Spot, Redbreast and the much-revered Midleton, which includes prestigious expressions such Midleton Barry Crockett Legacy and Midleton Very Rare, completing the line-up.