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Jameson launches Tastehouse GTR pop-up
Pernod Ricard-owned Irish whiskey brand Jameson has launched a Tastehouse activation in global travel retail, which showcases its entire range.
Jameson Tastehouse pop-up aims to engage travellers with the brand
The activation initially launched in London Gatwick Airport, offering travellers the chance to sample the Irish whiskey brand’s range.
Travellers visiting the Jameson Tastehouse pop-up will be greeted with a Jameson Ginger & Lime serve before sharing their tastes with a whiskey guide who will lead them through the brand’s range, which includes Jameson Original, Caskmates, Deconstructed Series and Signature.
Visitors will be able to select their favourite expression, which will be tracked through the Tastehouse voting board to showcase the whiskey travellers in London enjoy the most.
Alongside the tasting opportunities, cocktails will be served and the activation will include a a classic game of shuffle board.
Following this pop-up at London Gatwick Airport, Jameson Tastehouse will roll out on a global scale from July 2018.
The Pernod Ricard-owned brand has also today announced that its Jameson Caskmates IPA Edition has launched in Pacific travel retail.
The rollout of the Irish pale ale cask-finished whiskey has been supported by an immersive experience at Brisbane Airport.
Jameson Caskmates IPA Edition is now available exclusively in Pacific travel retail and will roll out globally in select domestic and travel retail markets from September 2018.
Last week, the Irish whiskey brand was named Supreme Brand Champion 2018 following its strong innovation strategy, bold marketing and smart investment throughout the last 12 months.