JAMESON LAUNCHES THE NEXT INSTALMENT OF ITS ‘TASTE, THAT’S WHY’ CAMPAIGN WITH ‘THE BARTENDERS’ GATHERING’ – Irish Whiskey News

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JAMESON LAUNCHES THE NEXT INSTALMENT OF ITS ‘TASTE, THAT’S WHY’ CAMPAIGN WITH ‘THE BARTENDERS’ GATHERING’

Jameson Irish Whiskey, which is produced by Irish Distillers in Midleton Distillery, has unveiled the next instalment of its successful advertising platform, ‘Taste, That’s Why’. The new campaign, titled ‘The Bartenders’ Gathering’, launches across television, digital and social media in Germany from April 2019, ahead of a wider global roll-out later this year.

In line with the recent ‘Scully Was to Blame’, ‘Coopers’ and the ‘The Case of the most Unusual Case’ creatives in the series, the new television film is inspired by another true story about Jameson. ‘The Bartenders’ Gathering’ has been created by TBWA Dublin under the helm of John Kane, Executive Creative Director, produced in Ireland and directed by Stink Films’ Anthony Mandler, whose recent portfolio includes work for Apple, Nike and Adidas.

Set in modern Dublin in 2016, the commercial tells the true story of the 200 bartenders from around the world that gather in Dublin each year for the Jameson Bartenders’ Gathering; a three-day immersive and educational summit for bartenders to hone their skills, learn about Jameson and the history of Irish whiskey, and explore the rich culture of modern Ireland. This commercial retraces the memorable experiences that the group had and the connections they made, with an unexpected twist in the story.

Jameson invited 50 real bartenders from Ireland and around the world to star in the film to add authenticity to the creative. The TV spot is supported by an integrated social campaign that tells documentary-style true stories of the three bartenders who stayed behind and also delves further into stories of bartenders from places such as Spain, Germany and South Africa. Click here to view.

Simon Fay, International Marketing Director at Irish Distillers, said: “Last year, we put the unique, smooth taste of the Jameson family center-stage through our ‘Taste, That’s Why’ campaign and the feedback that we have received from bartenders, whiskey lovers and premium spirits drinkers alike has been exceptional.

“As we unveil the next chapter in the ‘Taste, That’s Why’ story, we wanted to highlight Jameson’s revered position among bartenders as they have been instrumental to our success in the USA and around the world over the past 29 years. The new spot conveys the true spirit of the annual Bartenders’ Gathering in a high octane but light-hearted manner with a twist of Irish humour – it’s exactly what you’d expect from Jameson, and will help us to further build the profile and personality of the brand supporting equity growth into the future.”

John Kane, Executive Creative Director TBWA, said ‘We discovered this story after a fateful meeting with a bartender from Cameroon. It was almost too good to be true…  it’s definitely true to the Jameson brand’s core purpose of connecting people.’

’The Bartenders’ Gathering’ will be unveiled in Germany in April, ahead of its introduction to other key Irish whiskey markets throughout 2019 and beyond.

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About Irish Distillers

Irish Distillers is Ireland’s leading supplier of spirits and wines and producer of the world’s most well-known and successful Irish whiskeys. Led by Jameson, our brands are driving the global renaissance of Irish whiskey. Jameson is the world’s fastest-growing Irish whiskey, experiencing 29 years of consecutive growth and hitting sales of 7.3m cases in 2018. Our brands are exported to 130+ markets, with over 80 of those experiencing double- or triple-digit growth.

Irish Distillers was formed in 1966, when a merger took place between John Power & Son, John Jameson & Son and Cork Distilleries Company. In 1988 Irish Distillers joined Pernod Ricard, gaining access to unprecedented levels of investment and an extensive global distribution network. Since 2012, we have invested over €250m to double our production and bottling capacity to meet global demand for our products.

We employ over 600 people across our operations in Cork and Dublin. 

About Pernod Ricard

Pernod Ricard is the world’s n°2 in wines and spirits with consolidated Sales of €8,987 million in FY18. Created in 1975 by the merger of Ricard and Pernod, the Group has undergone sustained development, based on both organic growth and acquisitions: Seagram (2001), Allied Domecq (2005) and Vin&Sprit (2008). Pernod Ricard holds one of the most prestigious brand portfolios in the sector: Absolut Vodka, Ricard pastis, Ballantine’s, Chivas Regal, Royal Salute and The Glenlivet Scotch whiskies, Jameson Irish whiskey, Martell cognac, Havana Club rum, Beefeater gin, Malibu liqueur, Mumm and Perrier-Jouët champagnes, as well Jacob’s Creek, Brancott Estate, Campo Viejo and Kenwood wines. Pernod Ricard employs a workforce of approximately 18,900 people and operates through a decentralised organisation, with 6 “Brand Companies” and 86 “Market Companies” established in each key market. Pernod Ricard is strongly committed to a sustainable development policy and encourages responsible consumption. Pernod Ricard’s strategy and ambition are based on 3 key values that guide its expansion: entrepreneurial spirit, mutual trust and a strong sense of ethics.

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