JAMESON HIGHLIGHTS THE WORLD’S GREATEST URBAN ESCAPES WITH THE LAUNCH OF A NEW TRAVEL RETAIL EXCLUSIVE

Jameson, the world’s No 1 Irish whiskey, has launched a new, innovative, limited edition bottle that captures urban iconography from some of the world’s most exciting cities, while also highlighting some of the best bars to visit in these cities.

The Jameson Great Urban Escapes bottle is available exclusively through Travel Retail channels, for a limited period from this month. It is aimed at urban explorers who choose adventurous city breaks over beach holidays.

The contemporary bottle is adorned with logos and emblems from the top districts of seven cities across the world, including Dublin – the home of Jameson – London, New York and Stockholm. It also highlights 11 top bars in these cities that locals would recommend you visit and where Jameson is a whiskey of choice. Bars featured include The Rusty Knot in Manhattan, Queen of Hoxton, in London, and Le Pompon, in Paris.

To support the launch, a city guide app has been created that will provide travellers with an insider’s guide on what to see and do in four of the chosen cities. To access the app consumers will be directed to a QR code** that will feature on supporting POS material. For those without access to smartphone technology, a traditional printed city guide will also be available alongside the bottle which will further extend the reach of the campaign.

International Brand Director for Jameson, Nick Blacknell, says: “With 16% volume growth year-on-year*, the Travel Retail sector continues to be a significant focus for Jameson and its international growth plans. With the Great Urban Escapes bottle, we want to capture the independent spirit displayed by consumers who are increasingly taking adventurous city breaks and offer them alternative sites to visit that will further enhance their urban experience.”

The Jameson Great Urban Escapes bottle is available now in key international hubs across Europe, the Americas, Gulf and Pacific Travel Retail.

*Pernod Ricard 2010/11 figures

**Scan the QR code below to download the free Jameson Great Urban Escapes

About Jameson:

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 12 Year Old Special Reserve; Jameson Gold Reserve; Jameson 18 Year Old Limited Reserve; Jameson Rarest Vintage Reserve; and Jameson Signature Reserve (Travel Retail exclusive).

About Irish Distillers Pernod Ricard

Irish Distillers Limited, part of Pernod Ricard Group, distils and distributes a range of famous Irish whiskey, gin and vodka brands internationally, including Jameson, Powers, Paddy, Midleton Very Rare, Redbreast, Cork Dry Gin and Huzzar Vodka.

For further information please visit www.jamesonwhiskey.com