Jameson: Influencing Music

Despite its 80% market share, Jameson Irish Whiskey faced stiff competition from craft distillery upstarts. We decided to think small. We set out to support 10 talented but unknown musicians by providing them with resources to create original music, as well as guidance from GRAMMY Award-winning musicians. We staged immersive neighborhood drinking occasions, bringing together musicians, bartenders, fans and influencers. We also distributed the music on Jameson-owned social and digital channels, and filmed a national TV spot featuring one of the artist’s songs. Our neighborhood approach resulted in the brand’s strongest Brand Passion Index results ever. Jameson increased 13 points to a Very Passionate 91, compared to 79 for competitor Jack Daniels, and 60 for Fireball.