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Jameson’s role in Irish recovery

Jameson Irish Whiskey is playing a key role in the export led recovery of the Irish economy. According to owner Pernod Ricard, the brand has achieved another significant landmark, with global sales attaining an annual level of 4 million cases – including over one million cases sold in the United States, the largest market for the company’s strategic brand.

Anna Malmhake, CEO of Irish Distillers, commented, “We are delighted and proud to have reached the 4 million case milestone. To think in 1988, when Irish Distillers joined Pernod Ricard, Jameson sold just 466,000 cases globally, with Ireland as its main market. Since then, Jameson has witnessed consistent and sustained investment, with a long-term strategic outlook based on Premiumisation and Innovation, coupled with strong and targeted marketing. The result has been an incredible global success with 50 markets now in double digit growth worldwide.”

Jameson now counts an astounding twenty-three years of successive growth. It has been distilled since 1975 in Midleton, Co Cork, where a recent €100 million investment was made by Irish Distillers to expand the distillery in order to cater for future growth.

Jameson is the world’s No. 1 selling Irish Whiskey, accounting for 64% of the Irish Whiskey category. The brand is a consistent award winner and a truly global whiskey brand. Loved for its great smooth taste and style, Jameson is sold in over 120 counties worldwide. The brand’s leading markets are United States, Travel Retail, Russia, Ireland, South Africa, France, United Kingdom, Australia, Canada, Portugal and Spain.

Earlier this year Jameson announced that it was entering the Australian ready-to-drink market with two new premium RTD products. The two RTDs, Jameson Cloudy Apple and Jameson Raw Cola, have been developed off the back of extensive testing amongst consumers. The new range aims to create a new premium dark RTD segment, and targeted at males aged 25 to 34 who are tired of the traditional beer category. The launch is backed by a $5.3 million marketing campaign, with a further $1.6 million to be spent on media, advertising on bus shelters and billboards, to ensure consumer awareness of the product.

Source: Pat Brazzier, fellow international beverage specialist

Categories: Beverages
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