Jameson, the world’s bestselling Irish whiskey[1], is rekindling its collaboration with international rap artist Bas to mentor two emerging artists to create new tracks virtually during COVID-19.

Jameson Irish Whiskey has connected the Dreamville rapper with two young musicians from Ireland and the U.S as part of its new campaign – Jameson Connects: The Stay Inn. Together, Jameson and Bas offered the artists a unique mentorship opportunity to help take their careers to the next level.

The #JamesonConnectsBas project was launched in response to the COVID-19 pandemic. This spring, Bas had planned to run a series of youth music workshops in Sudan, the country of his heritage, as a way of using his experience and expertise to inspire the next generation of musical talent and to give back to the community and culture that he loves.  Unfortunately, the workshops were postponed because of the COVID-19 crisis. Instead, Bas began working with Jameson to see how he could connect with people through this period and the concept of a digital mentorship programme was born.  

Bas handpicked the artists, each with a very different sound and background, based purely on their creativity, potential and originality. In recent weeks he connected with Say 3, a US-based music producer and a regular fixture on the Atlanta club scene and Sierra Leonean-Irish art-soul artist, Loah. Through a series of online workshops, the artists worked in collaboration with Bas to produce a new track.

Commenting on the project, Bas, who is famously the protégé of J Cole, explains: “Throughout my career I have been lucky enough to find myself with amazing mentors, and this is something I have always been truly thankful for. I never underestimate the impact that this has had on my journey as an artist, and I believe it is essential to open up your experiences and share your successes with other aspiring artists so that they can learn from them, and are given the same opportunities.”

Brendan Buckley, International Marketing Director at Irish Distillers, adds: “As the global leader in Irish whiskey, Jameson prides itself on bringing people and communities together. Jameson Connects: The Stay Inn is an extension of this, celebrating the diversity and talents of our whiskey fans. We are delighted to be partnering with Bas once again and look forward to following the musical journey of each of the artists.”

The project forms the next phase of the Jameson Connects: The Stay Inn platform, designed to keep spirits high as the world stays in by bringing drinks recipes, pub quizzes, merchandise giveaways and virtual gigs to Jameson fans around the world.

Fans can tune into videos from the creative process on Jameson Whiskey’s YouTube channel


About Irish Distillers 

Irish Distillers is one of Ireland’s leading suppliers of spirits and wines, and producer of some 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 bestselling Irish whiskey, experiencing 30 years of consecutive growth and hitting sales of 8m cases in 2019. Our brands are exported to 130+ markets, with over 70 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 €400 million 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 No.2 worldwide producer of wines and spirits with consolidated sales of €9,182 million in FY19. Created in 1975 by the merger of Ricard and Pernod, the Group has developed through organic growth and acquisitions: Seagram (2001), Allied Domecq (2005) and Vin&Sprit (2008). Pernod Ricard, which owns 16 of the Top 100 Spirits Brands, holds one of the most prestigious and comprehensive brand portfolios in the industry, including: 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’s brands are distributed across 160+ markets and by its own salesforce in 73 markets. The Group’s decentralised organisation empowers its 19,000 employees to be true on-the-ground ambassadors of its vision of “Créateurs de Convivialité.” As reaffirmed by the Group’s three-year strategic plan, “Transform and Accelerate,” deployed in 2018, Pernod Ricard’s strategy focuses on investing in long-term, profitable growth for all stakeholders. The Group remains true to its three founding values: entrepreneurial spirit, mutual trust, and a strong sense of ethics. As illustrated by the 2030 roadmap supporting the United Nations Sustainable Development Goals (SDGs), “We bring good times from a good place.” In recognition of Pernod Ricard’s strong commitment to sustainable development and responsible consumption, it has received a Gold rating from Ecovadis and is ranked No. 1 in the beverage sector in Vigeo Eiris. Pernod Ricard is also a United Nation’s Global Compact LEAD company.

Pernod Ricard is listed on Euronext (Ticker: RI; ISIN code: FR0000120693) and is part of the CAC 40 index.  

[1]Irish Distillers Results Year ending 30 June 2019

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