The World’s No1 Irish Whiskey Jameson has launched a fresh new look RTD at both 4.8% and 6.3%. Supported by a dedicated through the line awareness and conversion driving campaign.
Jameson has launched a new look RTD range, alongside a refreshing new Cola liquid targeted at rejuvenating the Dark RTD segment. Available at both 4.8 and 6.3%, the brands signature Dry&Lime and Cola serves are supported by a multi-million through the line campaign to drive national awareness and conversion in store. The dark RTD category is about 50 per cent of the total category, but there has been some decline in recent years. It has traditionally been a category with well-known bourbon and whiskey brands, their established consumer segments. Jameson is a brand rooted with culturally driven millennial consumers with passion points of music, surfing and lifestyle. Jameson has most recently partnered with multi-grammy award winning Anderson Paak to continue driving advocacy. This is a consumer that hasn’t traditionally engaged with the dark RTD category, therefore bringing in a new consumer at retail level to the category.
Pernod Ricard Winemakers, Level 43, Tower One/100 Barangaroo Ave, Barangaroo NSW 2000
