Jameson

Shaking up the single malts, to encourage whiskey lovers to buy better, we went straight for the craft trend, as three Jameson factory makers (a distiller, a cooper, and a blender) created three unique bottles for Jameson.

Each whiskey paid homage to their craft, celebrating the effects of distillation, cask selection and blending on the final spirit. Naming each blend after a tool in the trade, we highlighted their maker stories, launching the bottles with bespoke tasting activations.

Like all the best conversations, the one between Jameson’s Head of Whiskey Science and the Head Brewer of a local craft beer brewery, started at the bar. Swapping whiskey casks for beer barrels, the caskmates series was born.

Introducing the new craft blends to a new audience, we established three unique insights: liquid versatility, collaborative process, and seasonality of craft IPA and Stout, launching with our ‘When Two Great Things Come Together’ campaign.

Entering the ever-saturated summer market, we reimagined the signature serve from Jameson, positioning Ginger and Lime as the new summer soda. Shooting the serve in sun dappled outdoor occasions, we captured the essence of Jameson and the height of summer, for a reenergised and revitalised global campaign.

Aged in double charred barrels, Black Barrel is Jameson’s premium SKU, crafted for Jameson consumers who were reaching for other brands at trade-up moments.

As lead global BTL agency, we’ve created multiple activations. The 2023 platform, Black Barrel Ignites, was inspired by the charring process. Activating in restaurants around the world, including ACME Fire Club in London, we invited consumers to share menus inspired by Black Barrel.

Black Barrel generated €287m NSV in 5 years since launch and is now the world’s 4th largest Irish whiskey brand.