Jameson Newsletter May

ISSUE: 01 MAY 2011 JAMESON NEWSLETTER NEWS, INFO, TOOLS & TRENDS

Greetings from all at Jameson

This, the first Jameson newsletter of 2011, is being brought to you by Peter Burke, the current Brand Ambassador here in Norway.

Follow JAMESON WhISkEy at wispr.nowispr.no is for you that works within HORECA and are 20 years old!You are welcome to register if you’re not already a member!

March saw some of Hollywood’s finest turn out for the 2011 JAMESON EMPIRE AWARDS.

The awards, which were hosted by comedian Dara O’Briain and took place at the Grosvenor House Hotel in London, were honoured with the presence of

such leading names from the world of cinema as Colin Firth, Kiera Knightley, Jonathan Ross, The Inbetweeners, Sarah Harding and James McAvoy.

This year, the awards were evenly distributed across the nominated films, with Inception, last summer’s movie phenomenon, carrying off the top prize for Best Film. Colin Firth was honoured with this year’s Jameson Best Actor Award -

and for her overall contribution to cinema, Keira Knightley took home the Empire Hero Award, presented by Jameson.

The 2011 Jameson Empire Awards

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Jameson Global Party - St. Patrick’s Day 2011!St. Patrick’s Day was celebrated Irish Style in Oslo this year with Ballroom hosting the Norwegian leg of the Jameson Global Party! International acts and footage were broadcast around the world from South Africa, to China, to L.A. Montée headlined the Oslo party with a banging set accompanied by some cool Jameson Cocktails!

Links>http://www.jamesonwhiskey.com/Events-and-Promotions/Jameson-Events.aspxhttp://www.youtube.com/watch?v=nnJ2fgNetfc


Jameson Master Distiller in Oslo2011 also saw the arrival of Barry Crockett (Jameson Master Distiller) to Oslo. Barry held a Master Class containing the entire Jameson Reserves Range and some of the Pure Old Irish Pot Still Whiskies such as Redbreast and Green Spot. The Master Class was kindly hosted by Dr. Jekyll’s in Oslo http://jekylls.no/.

Around 40 invited guests attended the evening, one of which is popular bar owner Jan Vardøen. See what Jan had to say about some of the Whiskeys sampled that night http://www.side3.no/article2984892.ece.


Jameson & The Smooth RevolutionAfter recently surpassing 3 million cases world wide it’s clear there’s something special going on with the worlds favourite Irish whiskey. In recent times Jameson has flourished in the field of organic celebrity endorsement. Take your pick from popular musicians; Rhianna, Pink and Lady Gaga or world wide rock sensations such as Coldplay, Kings of Leon and Dave Grohl but to name a few. The latter have all been embracing Jameson. Add to this regular guest appearances in hit US TV shows «Sons of Anarchy», «The Wire», «Californication» and «Mad Men» and you’d be forgiven for wondering…is there some sort of Jameson revolution going on?


We spoke to Niall Gately, Regional Director for Northern and Central Europe, Irish Distillers Pernod Ricard to find out why everybody seems to be swooning over the triple distilled, exceptionally smooth produce from the Midleton Distillery in Cork. Here’s what he had to say:

Q: What would you attribute Jameson’s success to in the last number of years?

We believe there are three key factors behind Jameson’s recent

revival. First of all is its incredible history and authenticity. It’s been around for over two centuries and it’s still made today in accordance with the exact principles established by John Jameson in Dublin in 1780.

Secondly, Jameson is a great tasting whiskey. It has always been a Triple Distilled Single Distillery whiskey using antracite to dry the barley instead of peaty smoke thus giving a very clean flavour that lets every aspect shine through. That legendary smoothness comes from the Single Pot Still component that is unique to Ireland and core to Jameson’s taste.

The third reason is Jameson’s Irish Spirit. It’s not a whiskey to be sipped and savoured alone. It’s for sharing amongst friends. It stands for what whiskey always stood for in the past, great times, sociability, conviviality. We like to say, let us worry about making it. We’ve been doing it for centuries. You just have to go out and enjoy it.

Q: how do you feel about celebrities such as (previously mentioned) Lady Gaga, Rhianna & Pink adopting the brand?

We always take it as a compliment when anyone chooses our whiskey. We have seen a lot of celebrities referring to Jameson as their favourite whiskey in recent times which is fine.

When it comes to celebrities there is always a chance that they might do something a bit wild which is one of the reasons we never directly

align with celebrities. You just never know what's around the corner with them. What we do find interesting is the spread of interest across gender divides, musical genre's and demographics.

What we see amongst celebrities very much reflects what we see on the ground where Jameson is enjoyed by people from all strands of society. This year for example, for the first time, Jameson was in double digit growth in every single one of the fifty states in the US. Jameson also happens to be one of the most global whiskey brands

in the world, selling strongly in over 130 countries. So that universality is very appropriate and it's great to see female R&B stars alongside Heavy Rock guitarists all enjoying Jameson. What amazed us most was the news that Rihanna has a song on her album all about kick starting your weekend with a round of Jameson's (Cheers; track 3 on the album Loud). We think she's captured the essence of our whiskey perfectly. We haven't asked our Master Distiller Barry Crockett yet what he thinks of the song!


Q: has there been a strategy employed to get Jameson into TV shows such as The Wire & Mad Men?

One of the interesting things about Jameson is that because of its popularity in the US (where it sells over a million cases annually and is the largest non US or Canadian whiskey in the market) where it has a presence stretching back to the late 1700's, we get a lot of product placement for free where other whiskey brands that are not widely known in the US would always have to pay.

Many of the most iconic cinematic moments featuring Jameson such as Marlon

Brando in “On the Waterfront” or Jack Nickolson in “As Good as it Gets” were completely unpaid for. If you go to Hollywood with a chequebook looking to buy product placement, you'll soon find that film p r o d u c e r s will smell the money and ramp up the prices. So all out paid product placement is not something that we do.



Some other examples of Jameson’s recent popularity include American Popstar Pink. During her last trip to Ireland, Pink and her baby’s father Carey visited the Old Jameson Distillery in Bow Street. They are regularly cited as

b i g fans of the #1 selling Irish

Whiskey and had planned to name their new baby ‘Jameson’ if it was a boy.

Staying Stateside Lady Gaga is also a well documented follower of Jameson Irish Whiskey. On a recent performance in Dublin’s 02 theatre Gaga dedicated a

song to “her long time boyfriend Jameson”.

In addition to this, just before Christmas Gaga and American news correspondent Anderson Cooper shared a couple of Jamesons during an interview. Anderson, 43, said: "We actually ended up that day in a pub in

London drinking Jameson…So, she got me to drink like two of them, and by the end I was ready to have the interview be over because I really sort of couldn't ask anymore questions."

So with the summer just around the corner, why not see for yourself what all the hype is about. Maybe the best thing to do is listen to Rihanna, sit back and give a “cheers to the freakin’

weekend…oh let the Jameson sink in..” and make your mind up for yourself.

Jameson & The Smooth Revolution

For sources of the above information and more information see:http://www.dailymail.co.uk/tvshowbiz/article-1334286/Pink-wants-new-baby-Jameson-favourite-whiskey.htmlhttp://www.zimbio.com/Lady+Gaga/articles/30hr_puvHke/Lady+Gaga+gets+Anderson+Cooper+drunkhttp://www.youtube.com/watch?v=5oHlF4RLsZMhttp://www.youtube.com/watch?v=wZiq7pihrwY&feature=related

As Summer is just around the corner, why not chill out with some tasty Jameson Cocktails in the sun! here’s two to try…

Jameson & Cranberry JuiceA great mix of sweet and smooth with that great Jameson aftertaste!4cl JamesonCranberry JuiceGarnish with Lime Wedge

Jameson & AppleA fresh alternative for those lazy summer days..4 cl JamesonDash of fresh Apple JuiceFill with SpriteGarnish with a Lime Wedge


See you at

www.oyafestivalen.com

Why not travel to the home of Jameson?John Jameson established his first distillery in Dublin’s Bow Street in 1780. If you’re planning a trip to Ireland’s capital this Spring/Summer be sure to get in contact with me. I can organize a tour and tasting at the Old Jameson Distillery at Bow Street as well as giving you «a Dubliners insight» of where to go and what to see!

If you would like to hold a Jameson Whiskey tasting or experience the Jameson Film Quiz at your bar/restaurant please feel free to contact Peter at the following:

wispr.no: Peter Burkewispr.no: Jameson WhiskeyFacebook: Peter Smooth NorwayEmail: [email protected]

Pernod Ricard Norway ASTel: +47 22 93 30 38Mobile: +47 90 75 08 45Fax: +47 22 93 30 01


About Irish Distillers Pernod Ricard

Jameson Irish Whiskey is owned by Irish Distillers Pernod Ricard. Irish Distillers Ltd has its headquarters in Dublin, Ireland. Every bottle of Jameson consumed worldwide is produced at the Midleton Distillery in Co. Cork in the South West of Ireland.

For more information see: Other useful links:www.jamesonwhiskey.com http://www.worldsbestbars.com/ http://wispr.no/

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