JAMESON CALLS ON FANS TO JOIN IN THIS ST. PATRICK’S DAY
THROUGH 2020 LIMITED EDITION BOTTLE
‘Create your own label’ connectivity offers a first for Jameson consumers
Jameson Irish Whiskey, the world’s favourite Irish whiskey, has unveiled its much-anticipated limited-edition bottle, designed by well-known Dublin-based designer and illustrator Hephee (Stephen Heffernan), marking the start of the brand’s global St Patrick’s Day celebrations.
Designed in Heffernan’s signature style, each icon on the label charts the familiar journey of friends all over the world, as they ‘join in’ on the day the world turns Irish. The design reflects a shared belief that while the best plans might start with a text or a call, the real magic happens as the momentum builds and friends come together to create new memories. Working out of Jameson’s in-house studio, Heffernan’s design goes further than previous editions, with connected technology inviting Jameson fans to get creative and make their own virtual label online using Heffernan’s eye-catching template and icons.
Using a Near Field Communication (NFC) chip and Quick Response (QR) code on the neck of the bottle, Jameson fans can connect with a design experience that allows them to customise their own label through hidden icons also designed by Heffernan. Once happy with their design, they can enter it into a competition win a bespoke Jameson Bar Sign. Participating consumers in key markets can also enter into a competition to win their own personalised limited-edition bottle.
Brendan Buckley, International Marketing Director at Irish Distillers, comments: “We are hugely excited about this innovative Jameson bottle. This year we are deepening the connection with our fans with an offering that reflects the brand’s appreciation of local talent through Stephen’s artwork, and encourages digital engagement that taps into the growing popularity of customisation through the connected nature of the bottle.’
This eighth addition to the Jameson collectable limited-edition bottle series will be available through off-trade channels in 22 markets* from the beginning of February 2020.
Jameson has been driving growth in the Irish whiskey category for the past 30 years and now sells 7.7 million cases worldwide, up from 7.3 million cases last year. Today, Jameson is in double or triple-digit growth in more than 70 markets across the globe, with that growth driven by the USA, Europe and Africa. Jameson continues to perform well in emerging markets, up 23%, with Nigeria (+141%), India (+55%), Mexico (+20%) and Brazil (+13%) all recording high levels of growth. The Jameson family also saw sales increase by 12% in Eastern Europe, driven by the Ukrainian (+24%) and Russian (+7%) markets.**
*The limited-edition St Patrick’s Day bottle will be available in Japan, Canada, Poland, Czech Republic, New Zealand, Slovakia, Austria, Romania, Switzerland, Italy, Estonia, Hungary, Croatia, Norway, Korea, Greece, Serbia, Slovenia, Jordan, Lebanon, Malta and our brand home, Jameson Distillery Bow St. in Dublin, Ireland.
** All figures Irish Distillers Results Year ending 30 June 2019