Monday, January 16, 2023


Irish Distillers, has today unveiled a new responsible drinking advert from its Jameson Irish whiskey brand, as part of its commitment to tackling overconsumption and alcohol misuse.

The “Jameson. Easy Does It” advert, is said to promote responsible drinking by encouraging people toward more mindful, moderate consumption and reinforces the message that whether you measure, sip, or skip, no one should feel awkward for doing so.

Jameson unveils new responsible drinking advert featuring Aisling Bea

Co-written by and starring comedian Aisling Bea, who brings her Irish wit and humour to the screen, the advert showcases a number of typical social drinking scenarios consumers can find themselves in when they choose to moderate or skip a drink.

Bringing to light the perceived societal pressures that lead to overconsumption, it inspires drinkers to forget the feeling of FOMO and embrace moderation, measurement, or abstinence. Jameson believes that no one should feel awkward for choosing whether to drink or not.

Commenting on her involvement, Aisling Bea, said: “It has always been my belief that comedy can help shift cultural taboos and can be used to turn an unpopular topic into one we can talk about and effect change. So, I was delighted when Jameson asked me to write their responsible drinking advert, not just because I have grown to love working with the company and knew they would let me lean in to comedy for it, but also because I truly believe that they, as a drinks company, want to be part of the evolution of how we drink and how we savour not just their product, but also life. The fun part of the challenge was to take the word ‘responsible’ and make it less ominous and more about simple mindset changes.”

The advert which can be viewed here will launch today in Ireland, ahead of being rolled out across global markets on TV, digital and social.

Posted by Steve Rush