SOUTH AFRICA. Jameson and Pernod Ricard Global Travel Retail (PRGTR) are celebrating the holiday season with a vibrant and festive activation at Johannesburg O.R. Tambo International Airport in partnership with Big Five Duty Free.
Running throughout December and January in Departures and being delivered in collaboration with Pernod Ricard South Africa, the activation mirrors a celebratory campaign currently live in the South African domestic market. The synergy between travel retail and domestic helps reinforce Jameson’s position as a beloved Irish whiskey brand in the region.
Jameson has long spearheaded the renaissance of Irish whiskey in the South African domestic market. It accounts for 69% of the category globally and is a top ten spirits brand in global travel retail by volume, according to PRGTR.
In partnership with Big Five Duty Free, PRGTR brings Jameson’s signature sense of fun and warmth to life through a striking festive centrepiece at the pop-up: a towering, nearly 9ft-tall whiskey-bottle tree.
Comprising 160 bottles of Jameson Original, the tree features soft, back-lit illumination that creates a glowing green effect, capturing the attention of travellers and setting the tone for the season.
The pop-up features a dedicated bar where travellers can experience two of Jameson’s most popular expressions – Jameson Original and Jameson Black Barrel. It also features the permanent travel retail-exclusive Jameson Triple Triple Málaga Edition.
Guided tastings of Jameson Triple Triple are available at the copper-topped tasting bar, allowing travellers to savour the distinctive characteristics of this triple-distilled, triple cask-matured whiskey. The expression is matured in bourbon barrels, sherry butts and Málaga wine casks, delivering a complex, well-balanced profile with hints of spice, fruit and oak.
In addition, shoppers purchasing Jameson Black Barrel during December will receive a special branded gift – an exclusive pair of colourful Jameson socks, adding an element of surprise and delight to the experience.
“It’s great to see Jameson partnering with Big Five Duty Free for this warm and welcoming festive activation,” commented PRGTR Vice President Global Marketing Liya Zhang.
“Jameson is going from strength to strength – especially in South Africa – and is well-suited to airport retail with its focus on premiumisation and elevated in-store experiences. Travellers can shop across the range from Jameson Original to Jameson Black Barrel to GTR exclusives like Jameson Triple Triple.”
Zhang added: “We are excited to see how this Johannesburg Airport activation lands with travellers as we plan the launch of our next instalment in the Triple Triple franchise for spring 2025: Jameson Triple Triple Marsala Cask Edition.”
Pernod Ricard South Africa Marketing Manager South Africa and C3PM Thirashan Naidoo 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 travellers 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.” ✈
