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Jameson Great Urban Escapes limited-edition bottle |
Pernod Ricard-owned Jameson Irish whiskey has launched a limited-edition bottle that captures urban iconography from major cities and their best bars to visit.
The Jameson Great Urban Escapes bottle is available exclusively through travel retail channels, for a limited period from August 2012. It is aimed at urban explorers who choose adventurous city breaks over beach holidays, the brand owner said.
The contemporary bottle is adorned with logos and emblems from the top districts of seven cities across the world, including Dublin, the home of Jameson, London, New York and Stockholm. It also highlights 11 top bars in
these cities where Jameson is a whiskey of choice.
Bars featured include The Rusty Knot in Manhattan, Queen of Hoxton, London, and Le Pompon, Paris.
To support the launch, a city guide app provides travellers with an insider’s guide on what to see in four of the chosen cities. To access the app, consumers are directed to a QR code that features on supporting POS material.
For those without access to smart technology, a traditional printed city guide will also be available alongside the bottle which aims to extend the reach of the campaign.
International Brand Director for Jameson Nick Blacknell said: “With +16% volume growth year on year [source: Pernod Ricard 2010/11 figures], the travel retail sector continues to be a significant focus for Jameson and its international growth plans.
“With the Great Urban Escapes bottle, we want to capture the independent spirit displayed by consumers who are increasingly taking adventurous city breaks and offer them alternative sites to visit that will further enhance their urban experience.”
The Jameson Great Urban Escapes bottle is available in key international hubs across Europe, the Americas, Gulf and Pacific Travel Retail from 1 August 2012.
Visit www.jamesonwhiskey.com
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