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Pernod Backs Jameson With New Multi-Million Dollar Global Ad Campaign

March 1, 2018

Looking to stoke further growth for Jameson Irish whiskey, Pernod Ricard is backing the brand with a new multi-million dollar advertising push rolling out this month. Running under the tagline “Taste, That’s Why,” the campaign includes a pair of television spots showcasing real-life brand stories. The first, titled “Scully Was To Blame,” tells the story of Bill Scully, a 19th-century Dubliner, while the second, “Coopers,” focuses on a pair of coopers at Pernod’s Midleton Distillery and the creation of Jameson’s beer barrel-finished Caskmates offshoot.

In addition to the new TV ads, the “Taste, That’s Why” platform will comprise out-of-home, digital, display and social media components, as well as a documentary series. The campaign will initially run in the U.S., with expansion into other key markets to follow later this year.

According to Impact Databank, Jameson grew 16.3% to surpass 3 million cases in the U.S. in 2017, capping a three-year run in which it has expanded by more than 1 million cases. To keep pace with rising demand, Pernod Ricard recently invested €10.5 million ($11m) to up capacity at Jameson’s Co. Cork, Ireland-based Midleton Distillery. The expansion includes three new copper pot stills, which are expected to be operational by summer.—Christina Jelski

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