Press Release Archives
Jameson® Irish Whiskey Debuts New Responsible Drinking Campaign
PURCHASE, N.Y. (September 24, 2008) – Jameson® Irish Whiskey, one of the fastest growing spirits brands in the United States, the Irish Whiskey market leader, and the primary driver of the category’s growth announces the introduction of new Jameson radio advertising urging adults to responsibly consume Jameson and other beverages containing alcohol.
The new radio spot will run in 20 markets throughout the country during the September through March time frame and will be supported with a print execution that will appear in national consumer publications that are the preferred read of Jameson consumers – primarily men 25-35 years old who enjoy socializing with friends and family.
Remaining true to Jameson’s unique relaxed and confident style, the radio spot titled "Short Story Writer" conveys the message of consumption in moderation through the light-hearted dialog between the narrator and a short story writer. The spot ends with a playful jab suggesting moderation in the length of the advertisements legal mandatory statement as well.
“We are proud to market the top selling Irish Whiskey in the U.S.,” Said Wayne Hartunian, Jameson Brand Director, Pernod Ricard USA. “But we recognize that with leadership comes responsibility. Jameson and parent company, Pernod Ricard USA, are committed to the responsible marketing of our products and to increasing awareness of, and education about, responsibility when it comes to the consumption of alcohol beverages. We believe the timing is right to take a leadership role in the communication of this critical message to our consumers in the unique Jameson way.
About Pernod Ricard USA
Pernod Ricard USA is the premium spirits and wine supplier in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA, the co-leader of the global spirits and wine industry. The company is primarily focused on the high-margin segment of the industry, and has a leading premium brand in virtually all key spirits and wine categories. Our spirit brands include ABSOLUT® vodka, Beefeater® Gin, Chivas Regal® Scotch Whisky, Hiram Walker® Liqueurs, Jameson® Irish Whiskey, Kahlúa® Coffee Liqueur, Malibu® Flavored Rum, Martell® Cognac, Seagram's® Gin, The Glenlivet® Single Malt Scotch Whisky and Wild Turkey® Bourbon. Our wine and champagne brands include Jacob's Creek® from Australia, Brancott Estate® from New Zealand, Campo Viejo® from Spain and Mumm Napa® from the United States, and G.H. Mumm™ and Perrier Jouët® from France.
Pernod Ricard USA invites you to visit our website, www.pernod-ricard-usa.com, and reminds you to consume our products responsibly. The company has an active campaign to promote responsible drinking; for more information, please visit www.acceptresponsibility.org.