NEW YORK, Oct. 5, 2020 /PRNewswire/ -- If there were ever a year that needed the spirit of John Jameson, the founding father of the world's best-selling Irish whiskey1, it's this one. Which is why, 240 years after the first barrel of Jameson® Irish Whiskey was made, the brand is bringing back its iconic "Lost Barrel" ad as part of its "Legendary Tales" campaign.
The new campaign celebrates the heritage of Jameson Irish Whiskey® through legendary – and at times, tall tales - to deliver some much-needed humor to 2020. At the center of "Legendary Tales" is the ultimate story of the "Lost Barrel," which playfully dramatizes just how overboard John Jameson might have gone to deliver his smooth-tasting whiskey to the world. In the spot, the 18th century distiller, unable to part with one drop of his triple-distilled whiskey, jumps into a raging sea, battles a thirsty mythical octopus and returns safely back to shore, whiskey barrel in hand.
"I'd like to tell you how the legendary story of the 'Lost Barrel' truly happened," said Andrew Eis, Jameson Engagement Director at Pernod Ricard USA, "but I'm pretty sure I'm not allowed to, and would you believe me anyway? Still, it is the spirit of this tall tale that captures the extraordinary lengths we still go to today so people can enjoy our smooth whiskey. Our 'Legendary Tales' campaign is designed to deliver a laugh while encouraging friends and family to come together, even if just virtually, over a whiskey to create their own tales."
"Lost Barrel" will return on October 5th to kick-off the nationwide "Legendary Tales" campaign. The campaign will extend online with content that demonstrates how the legend of John Jameson lives on, from the signature triple-distillation process still used today (true), to fighting off pirates (somewhat true), to chasing lost barrels into the sea (tale). Fans will also find inspiration for how they can create their own legendary moments during the holiday season as well as unique seasonal cocktail recipes featuring the full Jameson Irish Whiskey portfolio.
"John Jameson was ahead of his time, setting a precedent for crafting one of the best and smoothest Irish whiskeys," said Eis. "And while we aren't battling sea creatures – at least on a daily basis – we're still willing to go overboard for our whiskey each and every day."
Underpinning the "Legendary Tales" campaign is the continued strength of the Jameson brand, which dominates the Irish Whiskey category with a 73% share and an average growth rate in Nielsen of +35%2. The core offering of Jameson Original continues to be the main driver of this growth, with added topspin from the recent introduction of Jameson Cold Brew and the continued acceleration of Jameson Black Barrel, the number one selling super-premium Irish whiskey in the U.S.
JAMESON® Irish Whiskey. 40% Alc./Vol. (80 Proof). Product of Ireland. ©2020 Imported by John Jameson Import Company, New York, NY
About Pernod Ricard USA®
Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA., the world's second-largest spirits and wine company. Pernod Ricard employs approximately 19,000 people worldwide, is listed on Euronext (Ticker: RI) and is part of the CAC 40 index. The company's leading spirits include such prestigious brands as Absolut® Vodka, Avión® Tequila, Chivas Regal® Scotch Whisky, The Glenlivet® Single Malt Scotch Whisky, Jameson® Irish Whiskey, Kahlúa® Liqueur, Malibu®, Martell® Cognac, Olmeca Altos® Tequila , Beefeater® Gin, Del Maguey® Single Village Mezcal, Monkey 47® Gin, Plymouth® Gin, Seagram's® Extra Dry Gin, Malfy® Gin, Hiram Walker® Liqueurs, Midleton® Irish Whiskey, Powers® Irish Whiskey, Redbreast® Irish Whiskey, Aberlour® Single Malt Scotch Whisky; Lillet®; Smithworks® Vodka, Jefferson's® Bourbon, Smooth Ambler® Whiskey, Rabbit Hole® Whiskey, Pernod® and Ricard®; such superior wines as Jacob's Creek®, Kenwood® Vineyards, Campo Viejo® and Brancott Estate®; and such exquisite champagnes and sparkling wines as Perrier-Jouët® Champagne, G.H. Mumm™ Champagne and Mumm Napa® sparkling wines.
Pernod Ricard USA is headquartered in New York, New York, and has more than 700 employees across the country. As "creators of conviviality," we are committed to sustainable and responsible business practices in service of our customers, consumers, employees and the planet. Pernod Ricard USA urges all adults to consume its products responsibly and has an active program to promote responsible drinking. For more information on this, please visit: www.responsibility.org.
1 IWSR 2019
2 Nielsen 3/7/20 to 8/22/20
SOURCE Pernod Ricard USA