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How Jameson’s Irish Whiskey Will Continue To Dominate The US Market

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The Irish whiskey industry now has 35 operating distilleries with another two-dozen announced and currently either in the planning stage or under construction. It has been a remarkable turnaround for an industry that, as late as 1988, had only two functioning distilleries. In the meantime, sales have soared from 200,000 cases in 1989, to over 11 million cases in 2020.

One of the principal drivers of the Irish whiskey renaissance has been the dramatic growth in the sales of Irish Distillers Ltd’s (IDL) Jameson’s Irish whiskey. The brand has a market share exceeding 70% of the global Irish whiskey market. It does even better in the critical US market, which represents a billion dollars in wholesale sales of Irish whiskey and is Ireland’s most important whiskey market.

Recently I sat down with Andrew Eis, Jameson Engagement Director at Pernod Ricard USA, to talk about the state of Jameson’s U.S. sales and how it intends to defend its American market share in the face of steadily rising competition from other Irish whiskey distillers.

JM: Jameson has over a 70% market share of the U.S. Irish whiskey market. With 35 distilleries now open and even more being planned, the range of Irish whiskeys is increasing. How will you maintain, much less grow, that market share in the face of rising competition?

AE: Jameson is dominating the Irish whiskey category with a 73% share and an average growth rate according to Nielsen of +35%. The core offering of Jameson Original continues to be the main driver of this growth, with added topspin from the recent introduction of Jameson Cold Brew, which has been extremely well received.

While people love Jameson Original, innovation is at the forefront of our growth strategy as we seek to diversify our product portfolio and reframe how people perceive whiskey.

The U.S. market, which is the brand’s largest and most established market in the world, has experienced a remarkable 20+ years of continuous growth. Our new “Legendary Tales” holiday campaign – our largest campaign in U.S. history – is the most recent example of how we continue to invest in this market, and our U.S consumer, to help sustain the brand’s upward trajectory.

Most importantly, Jameson has something many of our competitors don’t: a rich, 240-year heritage that serves as an authentic backdrop to the world’s best-selling Irish whiskey. Our heritage continues to pull through in all that we do today, from our signature triple distillation process to timely, relevant marketing aimed at engaging our consumers at every touchpoint.

JM: The whiskey market is increasingly moving to premium expressions. Jameson is one of the few Irish whiskey brands that has the aged liquids necessary to compete in this sector, yet the bulk of Jameson’s U.S. sales are still at entry level expressions. Are you looking to move toward more upscale expressions and what premium bottlings can we expect from Jameson?

AE: We have an extremely passionate consumer base that is loyal to the Jameson Original and our portfolio of premium expressions, including Jameson Caskmates and also Jameson Cold Brew, and, most notably, with the response to Jameson Black Barrel, which, according to Nielsen data, has been growing double digits for four consecutive years and is the #1 super-premium Irish whiskey on the market.

JM: What does the typical Jameson consumer look like? Initially, Irish themed pubs and Irish Americans played a key role in the revitalization of the Irish whiskey industry and in the success of Jameson in the U.S. Is that still the Jameson constituency in the U.S. or have you expanded beyond that?

AE: As a top-three player within the North American Whiskey category, Jameson has a broad and diverse base. Our consumer is anyone looking for a quality, approachable, great-tasting whiskey that’s crafted with a smooth taste that is made for sharing.

Bars and bartenders have been and continue to be a core part of the success of the Jameson brand in the U.S., but our Irish character and approachability resonate with all whiskey drinkers, both new and existing drinkers

JM: Millennials have been an important market for Irish whiskey in America. What's driving the interest in Irish whiskey and Jameson in particular from millennials? 

AE: Millennials are incredibly loyal to the Jameson brand. The combination of our rich heritage and the distinct brand personality draws them into the Jameson family, and it’s the pay-off of our smooth taste, price point, and versatility that keeps them there.

But we’re always looking to do more. Before COVID-19, in-market events, such as the Great American Beer Festival and ComplexCon, gave us the opportunities to directly engage with this audience and educate them about Irish Whiskey and our diverse portfolio. Since COVID we’ve continued to foster brand affinity and advocacy amongst this audience with virtual tastings, our first-ever live-streamed tour of our Bow St. home in Ireland, and through our social properties that lean into relevant topics and occasions. 

JM: Many Irish whiskey producers see Jameson as the gateway whiskey to their own brands. Is this a fair assessment and if so how do you hang on to those Irish whiskey consumers?

AE: Our founding father, John Jameson, was ahead of his time in setting a precedent for crafting Irish whiskey, and that attention to detail still drives us today so we can deliver the smooth Jameson taste people love. We are proud of our leadership and will continue to use that position of strength to grow the category and push it beyond what people expect when it comes to whiskey. The success of our Jameson Cold Brew product shows that people are thirsty for more whiskey innovation from the Jameson brand.

JM: Much of the marketing of Irish whiskey in the U.S. emphasizes its Irish roots and character. This was typical of Scotch whisky in the past but it has now moved away from emphasizing the Scottish in Scotch whisky. Does emphasizing its Irish roots limit the potential appeal/market for Irish whiskey? How should Jameson market itself to consumers who do not have an Irish heritage?

AE: We consider our 240-year heritage an incredible asset that pulls through everything we do. We continue to embrace and draw inspiration from the bold spirit of our founder, John Jameson. It’s precisely why we brought back one of our most iconic spots, “Lost Barrel,” as a part of our “Legendary Tales” campaign. It is filled with the signature Irish wit and raconteur the brand is known for.

Our signature storytelling remains the core of Jameson's marketing, and while the shape and format of that storytelling might evolve, it will always be in service of inspiring all people to come together over a glass of whiskey. Heritage in general is resonating from a marketing perspective, and we’re lucky that Jameson has a legendary one that we’ll continue to share with the world.

JM: Thank you.

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