Jameson hopes City Editions bottle will become collector’s itemBy Becky Paskin
Jameson has unveiled a new limited edition bottle for the travel retail sector named City Editions, following on from last year’s successful Urban Escapes bottle.
Available in global travel retail from August, the City Editions bottles feature murals encapsulating eight different cities from around the world, including Amsterdam, Bangkok, Dublin, London, Moscow, Paris, Singapore and Sydney.
Each label will be exclusive to the corresponding airport’s location, with the Amsterdam bottle being the first to hit shelves at Schipol Airport this month.
Daniel Lundberg, global brand director for Jameson, said: “With the Jameson City Editions, we wanted to celebrate the different cultures and personalities of some of the great cities around the world and we’re delighted with the end results.
“We are hopeful that this special collection and the marketing activity we are activating to support the launch will capture the imagination of international jetsetters and provide them with a unique memento of their travels for them to enjoy with their friends or keep as collectors’ items.”
Jameson will support the launch with a POS activation programme, which includes a simulated bicycle ride in Amsterdam and a virtual cityscape of Moscow. Jameson will also run a Facebook competition encouraging purchasers to enter a photo of their bottle for a chance to win a limited edition travel trunk-come-drinks cabinet plus four bottles of Jameson Original.
The City Editions will be available at an RRP of €24.50. Their launch follows that of the Urban Escapes bottles in August 2012, which featured urban icons and the world’s top bars including those in Dublin, London, New York and Stockholm.