Jameson was selling less than 300K cases in the U.S. and was being heavily outspent by competitors. However, we knew Jameson was a bartender favorite and, with the right program, we could set the brand on fire.
So we put a spotlight on Jameson’s credibility in cutting edge entertainment by launching the one-of-a-kind Jameson Bartenders Ball series.
The annual program features bartender-only events that are anti-corporate in feel and curated on a market-by-market basis to be more authentic and organic. We choose venues that are true bartender hangouts and add in a mix of experiences including tattoo stations, custom silk screenings, and other hands-on activities. With additional mixology and brand education taught by bartenders for bartenders, we maintain the perfect mix of unique, fun and on-brand experiences.
Now in its 14th year, JBB activates in 40+ markets annually and has engaged hundreds of thousands of bartenders nationwide.
Since the program’s inception, brand sales have grown from 300k cases to 3 million cases.