New York, NY -- Jameson Irish Whiskey, the fastest growing premium spirits brand in the United States* and the leader and primary driver of the fastest growing spirits category, is honored to take home the 2011 Effie Award in the Beverage Alcohol category for its popular “Taste Above All Else” advertising campaign.
Jameson’s “Taste Above All Else” campaign is centered on a character, John Jameson, and recounts, in tongue-in-cheek fashion, his adventures and philosophy as he brings his Irish whiskey to the world in the 1780s. The ads are derived from the brand’s personality as “a serious whiskey that doesn’t take itself too seriously.”
"Jameson has experienced phenomenal success over the last decade and our “Taste Above All Else” campaign has been a key contributing factor to that success,” said Wayne Hartunian, VP of Marketing for Whiskies, Pernod Ricard USA. “Jameson now owns nearly 72%** of the Irish Whiskey category. It is the #6 contributor to sales growth for the entire spirits industry*** and recently rocketed past the 1M cases of sales milestone with growth continuing to accelerate. Through our “Taste Above All Else” campaign, Jameson has built an exceptionally loyal following among both consumers and the trade. It is a testament to the quality and relevance of the brand and the “Taste Above All Else” campaign to be honored as best in class by the prestigious Effie Organization.”
The Effie Awards are known by advertisers and agencies globally as the pre-eminent award in the industry, and recognize any and all forms of marketing communication that contribute to a brand’s success. The awards are not structured by “silver” or “gold”; instead, the award winners represent the “single best case entered in a given year.”
* Based on 2011 Beverage Information Group Advance - brands over 750k 9L annual cases and an average non-promoted total U.S. retail price of $18.00 or more. Nielsen Total U.S. F/D/L 52 weeks ending 4/2/11
** Beverage Information Group Handbook 2011 Advance
***. Nielsen Total U.S. F/D/L 52 weeks ending 4/2/11