Jameson adds festive cheer to Johannesburg O.R. Tambo International Airport
Pernod Ricard South Africa and Pernod Ricard Global Travel Retail will run festive activations in
December and January in the domestic market and at Johannesburg Airport
Pernod Ricard Global Travel Retail (PR GTR) and Jameson are spreading the cheer this festive season with an activation at Johannesburg O.R. Tambo International Airport.
Mirroring a multi-faceted celebratory campaign running domestically with Pernod Ricard South Africa, the airport activity will be live for a two-month period, during December and January.
Popular in the South African domestic market, Jameson has long led the renaissance of Irish Whiskey, accounting for 69% of the Irish Whiskey category globally and is currently a top ten spirits brand by volume in global travel retail. By utilizing the same festive key visuals now live in the South African domestic market, the Johannesburg Departures pop-up will benefit from heightened shopper recognition and brand continuity. The collaboration presents an exciting opportunity to connect consumers to the Jameson whiskey family.
In the spirit of authentic and meaningful connection, Jameson is described as the perfect brand to showcase at this time of year and in this way. Together with local retail partner Big Five Duty Free, Pernod Ricard Global Travel Retail will bring Jameson’s sense of fun and bonhomie to life with one of its showstopping, outsized whiskey bottle festive trees. Standing at nearly nine-feet tall, the tree features 160 bottles of Jameson Original, with soft, back-lit illumination creating a magical glowing green effect.
Jameson Original, Jameson Black Barrel and Jameson Triple Triple Málaga Edition, the permanent GTR exclusive, are featured in the festive promotions
Travelers will be further enticed to share moments of connection in the pop-up bar by the chance to experience two of Jameson’s most popular expressions, Jameson Original and Jameson Black Barrel, and discover something new, such as the Jameson Triple Triple Málaga Edition, the permanent GTR exclusive. Guided tastings of Jameson Triple Triple will be available at the copper-topped bar. This blended whiskey is triple distilled and triple cask matured in Bourbon barrels, sherry butts and finest Málaga wine casks to produce a complex, well-balanced dram with hints of spice, fruit and oak.
During the month of December shoppers will receive a special gift with any purchase of Jameson Black Barrel, an exclusive pair of branded, colorful socks.
Spread the cheers with triple the spirit in the 'Must be a Jameson' campaign
Liya Zhang, VP Global Marketing at Pernod Ricard Global Travel Retail, said, “It’s great to see Jameson partnering with Big Five Duty Free for this warm and welcoming festive activation. Jameson is going from strength to strength – especially in South Africa – and is well-suited to airport retail with its focus on premiumization and elevated in-store experiences.
“Travelers can shop across the range from Jameson Original to Jameson Black Barrel to GTR exclusives like Jameson Triple Triple. We are excited to see how this Johannesburg Airport activation lands with travellers as we plan the launch of our next installment in the Triple Triple franchise for spring 2025: Jameson Triple Triple Marsala Cask Edition.”
Thirashan Naidoo, Marketing Manager South Africa and C3PM from Pernod Ricard South Africa, added, “This is the second year that we have embarked on our Spread the Cheers Campaign with Jameson in South Africa. With the addition of Big Five Duty Free this year in travel retail, it’s now a truly seamless experience. It makes sense for the overall consumer journey of both travelers leaving and entering the country to see a consistent approach to the brand. This elevates the brand while still immersing the consumer in the festive season in a ‘Must be A Jameson’ way.”
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