Jameson Activates Ambassadors in Key Markets to Build Brand Advocacy

NEW YORK, NY (January 4, 2011) – Jameson, the number one selling Irish Whiskey and the fastest growing premium spirits brand in the U.S. has activated four Jameson Brand Ambassadors to educate on-premise account staff and introduce more consumers (21+) to the superior quality and smooth taste of Jameson Irish Whisky. Beginning in September, the four newly appointed Jameson Ambassadors hit the ground running to build awareness, consideration and trial of Jameson throughout the U.S.

Jameson is undisputedly the market leader and primary driver of Irish whiskey category growth with an estimated 69% market share contributing to 89% of category growth*. Irish whiskey is the fastest growing spirits category in the U.S., growing at 2X the pace of the next fastest category. On-premise, Jameson growth of +20% is outperforming all other beverage alcohol categories and is broad-based crossing many channels from Irish/Sport Bars and casual dining to nightclubs, hotels and casinos**.

“Jameson has experienced phenomenal growth over the past 10 years and has become increasingly popular among consumers 21 – 35 years old.” Said Wayne Hartunian, VP of Marketing for Whiskey, Pernod Ricard USA. “While the brand has developed a very loyal following, research tells us there is still tremendous opportunity for expansion. We have activated this great team of Jameson Ambassadors to build Jameson advocates through knowledge and experience.” Jameson Ambassadors will focus their efforts against key criteria including:

- Educate/train bartenders, wait staff and distributors
- Execute consumer events and informal sampling
- Call on key accounts in focus markets
- Act as Jameson spokesperson at select events (i.e. DJ Flyaway) and local TV opportunities.
Hartunian continued, “We have assembled this very energetic and enthusiastic team of industry professional to act as our Jameson Ambassadors. They bring a wealth of experience to the table and we are confident they will help us take Jameson to the next level.” The Jameson Ambassador group includes:

Laura Hogan, born and raised in Dublin, Laura grew up in the shadow of the old Jameson Distillery on Bow Street. Educated at Dublin’s Trinity College, Laura developed a passion for marketing. This along with her passion for travel has taken Laura on many endeavors around the globe including an intense, one month Jameson graduate program. Laura is now ready to embark on her new journey as Jameson Ambassador based in California.

Stephanie Joyce, born in County Cork, Ireland, home of the Midleton Distillery, and raised in Dublin, Stephanie grew up with Jameson all around her. She began her career as a barkeep at one of the trendiest pubs in Dublin where she stayed on while earning her bachelor degree in commerce. From There Stephanie went to Helsinki with the Jameson Graduate Program and back to Dublin to join the Irish Distiller’s team working on improving the impact of marketing initiatives. Stephanie joins the Jameson Ambassador team based in New York.

Colin Mc Gough was born and raised in Monkstown, a suburb of Dublin where he was surrounded by the popularity of Jameson. Colin worked in the bars and shops of Monkstown until he turned his focus on securing his business/marketing degree at the Dublin Institute of Technology. Colin joins the Jameson Ambassador team based in Florida.

Kevin Stanton was born in Midleton, County Cork, a place synonymous with Jameson Whiskey. He began his career working in the local pubs of Midleton where Jameson was the first choice among customers. Kevin earned his degree in Marketing through a European Business Transatlantic Studies program where he split his time between Dublin and Northeastern University in Boston. Kevin joins the Jameson Ambassador team based in Texas.

Jameson is the recipient of nine consecutive “Hot Brand” awards from Impact magazine and most recently was named Market Watch Spirit Brand of the Year. Hartunian concluded, “Jameson has been on a remarkable roll of healthy growth. These awards along with double-digit sales growth validate the brand’s rising popularity. It is time to introduce more on-premise accounts and their customers to quality and superior taste of Jameson. Our ambassadors are ready to make the introductions.”

* 2010 Beverage Information Group

** PRUSA data, 12 months ending June 2010


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