Jameson Irish Whiskey, which has been experiencing success since 1988, announced annual sales of one million cases in the U.S., its largest export market, and annual sales of three million cases globally. When Pernod Ricard acquired Jameson from Irish Distillers, it was only selling 115,000 cases per year.
Paul Duffy, President and CEO of Pernod Ricard USA, said it is noteworthy that Jameson is experiencing long-term healthy brand building-growth that is not driven by price promotion, and has been able to survive during the recession. He also added that support from the trade has been a key factor in Jameson’s growth in the U.S., as Pernod Ricard USA Sales and Marketing spread the word to distributors, retailers and bartenders about the quality and taste of the product.
“The brand still is in its infancy in the U.S., with significant potential for additional growth,” he said.
Jameson’s connection with consumers comes from a consistent commercial and marketing strategy, which has spawned original and distinctive marketing efforts, including the “Taste Above All Else” advertising campaign. Since its launch last year the ad has proven to be very successful and popular.
“The smooth taste means that Jameson is a very versatile whiskey that appeals to taoday’s premium spirit drinkers, as they can choose to drink it straight or mixed,” said Wayne Hartunian, Vice President of Marketing for Whiskies and Cognac, Pernod Ricard USA. “The brand’s latest sales milestone of one million cases in the U.S. and three million cases globally can also be directly attributed to the strong advocacy base within its target audience. Jameson consumers truly embrace the brand’s intrinsic quality, taste and heritage.”
