Thursday, March 01, 2018


Irish Distillers, has today announced the launch of its latest advertising campaign, for its Jameson whiskey brand.

The ‘Taste, That’s Why’ campaign, will launch across television, out of home, digital, display and social media platforms in the US later this month, ahead of a global rollout later in 2018.

Jameson launches new 'Taste, That's Why' advertising campaign

Two television films that reimagine true stories about Jameson and its workers have been created by TBWA Dublin under the helm of John Kane, Executive Creative Director, produced in Ireland and directed by award winning Dutch filmmaker Matthijs van Heijningen.

The first film: ‘Scully was to Blame’, charts a story of redemption for Bill Scully in late 19th Century Dublin. A character on the Bow Street distillery floor, Scully absentmindedly makes a mistake during the third distillation in the production of Jameson Irish Whiskey – wasting gallons of precious distillate.

The second film: ‘Coopers’ follows the tale of Dempsey and Flanagan, master and apprentice Coopers, at the modern-day Midleton Distillery, County Cork. Passionate about the provenance and craftsmanship of their barrels, the duo panic when their prized barrels are loaned to a local brewery – and only an experiment in maturation, which results in Jameson Caskmates, eventually appeases their concerns.

Commenting on the news, Simon Fay, International Marketing Director at Irish Distillers, said: “In this campaign we wanted to put the unique taste of the Jameson Family centre-stage of the creative, as this is the reason behind our success – and why bartenders, whiskey lovers and premium spirits drinkers alike all over the world continue to discover Jameson. It was also important for us to inject the light-hearted, humorous attitude of Jameson into the campaign in a very direct and transparent way. We feel, along with our partners at TBWA Dublin, that we have achieved the perfect balance of this.”

He went onto say: “Our ‘Taste, That’s Why’ campaign presents a fresh, engaging and emotive creative for Jameson that is set to build the profile and personality of the brand in the USA, the world’s largest Irish whiskey market, and beyond. We see further growth potential for Jameson all around the world and we are confident that ‘Taste, That’s Why’ will help us to continue the 28 years of growth that we have achieved with Jameson.”

A documentary series, ‘The Story behind the Story’, has also been produced and provides never-before-seen glimpses into the real stories, people and places behind Jameson Irish Whiskey.

The ‘Taste, That’s Why’ campaign films, are now available to watch across Jameson social media channels.

Posted by Steve Rush