Jameson debuts ‘not so serious whiskey club’

Irish whiskey Jameson has launched an immersive digital platform to better connect consumers with the brand, called Jameson Connects.

Jameson Connects can be accessed via a QR code on the neck of the bottle, and will offer access to unique events, exclusive experiences and persuasive content.

The platform is being plugged as the ‘not so serious whiskey club’, designed to encourage consumers to ‘join in. Enjoy more,’ and ‘Widen the Circle’, as per the brand’s long-running campaign.

Leanne Banks, marketing director at Pernod Ricard UK, owner of the Irish whiskey brand, said: “Jameson has a rich heritage of bringing people together for shared moments of connection and Jameson Connects is the next step in the evolution of the brand’s community.

“The process is really simple and as smooth as the liquid in the bottles; just scan the QR code on the Jameson bottle, then register and enjoy what comes your way.

“We look forward to deepening the connection with our fans and delivering fun and engaging experiences that will inspire consumers to ‘Widen the Circle’ and connect with others.”

The QR bottle will feature on all Jameson Original bottles in the UK off-trade.

The brand is leading the growth of Irish whiskey in the UK, with the brand’s Original bottling accounting for 73.8% of value share, according to AC Nielsen Total Off-Trade, Value Sales MAT to 31 December 2022.

The Irish whiskey brand is aiming to reach 15 million nine-litre-case sales annually by 2030.

Last year, Pernod Ricard expanded the brand’s portfolio with the launch of a single pot still whiskey.