Jameson Irish whiskey has come a long way in Nigeria from its humble beginnings as a low cost whiskey for second runner ups in the general section of clubs and parties. It has moved up the ladder and sped past some former market leaders and is now priced and perceived as a premium whiskey. This didn’t happen by happenstance as the Nigerian market is not a playground for the lily-livered with its this tough competitive environment.
One of the things that has stood out the brand is her exciting consumer engagement activities. The brand is once again re-enacting the prowess that has given it a pride of place with the Lagos version of the Jameson Distillery on Tour happening during this Independence week.
Approaching her teeming converts with the rousing call to arms, #WidenTheCircle, the Jameson team is leaving no one in doubt that it means business. The Jameson Distillery on Tour(JDOT) is a exciting piece of consumer engagement activity that will continue to accelerate the brands rapid rise not just as a favorite whiskey but as a brand actively investing in the lifestyle desires of its consumers.
For 10 days, 241 years of Jameson’s Irish Whiskey heritage and hospitality will be on display at Oniru Lagos.
They don’t just want you to drink the whiskey, they want you know know how it’s distilled (What exactly does triple distilled mean for instance?) and what went on over those 241 years either in their current distillery or the iconic Bow Street distillery where generations of the Jamesons made what has become the world’s leading malted and unmalted Irish whiskey (The story of the malted and unmalted is one for another day!)
It won’t be all about learning about the craft alone, there will be “unforgettable whiskey and cocktail tastings, canapés, and the hottest artistes on stage.” It’s all happening at the Fidelity bank grounds in Oniru between September 30 and October 8th.
It’s easy to get to like Jameson if you follow their brands activities. There is a creativity and robustness around it and one especially likes the way they localize their concepts making it ownable by Nigerians.
Just as the current festival coincides with Nigeria’s independence anniversary, last year independence was marked with a limited edition pack. Earlier in 2021 they had an irreverent celebration to mark the world beards day, “uniting the bearded community”. That surely brings a smile to the lips!
The good news is that the current festival is open to all Nigerians, according to Jameson’s brand team as all you need to do is register online.
I hope those who make it to the event get to meet the distant “first female brand ambassador for Nigeria”, Jess Finesse. I have heard one or two brand enthusiasts wonder about her presence. This is not surprising as even the brand’s communication describes her as “Sydney based”. I think it’s been eight long months now that she has been introduced through some brand communication materials. I think it will be nice to see more of the whiskey guzzling lady ambassador. Anyway hope we won’t one day have to carry placards and ask for our brand ambassador!
Jameson meets SARS! LOL.
Jokes aside, I expect attendees to come back with tales of an amazing experience.