The brand new home of Jameson Whiskey has opened its doors to the public, following an €11 million investment. Jameson Distillery Bow St., located in Smithfield, Dublin, was officially opened by the Minister for Public Expenditure and Reform and Dublin Central TD Paschal Donohoe last week.
TBWA\Dublin worked with Jameson to signal the closure and subsequent reopening of the distillery. The theme, ‘a good story cannot be devised, it has to be distilled,’ is immortalized in the distillery’s open bar.
TBWA\Dublin utilized the brand’s legendary and iconic barrel men in print, digital and OOH, including signage at Dublin airport, using them to communicate the temporary closure and re-launch. “It’s really great to work with a client as passionate and as collaborative as Jameson,” says Des Creedon, Creative Director, TBWA\Dublin. “Over 230 years ago, John Jameson started his story on Bow Street, Dublin, among those who knew a thing or two about craft and graft in equal measure, and now it’s brilliant for TBWA\Dublin to be involved in adding a new chapter to this enduring story.”
The site has undertaken a complete overhaul since it closed in September 2016, now offering three interactive experiences to visitors – Bow St. Experience, The Whiskey Makers, and The Whiskey Shakers.
The Bow St Experience brings the stories of Jameson’s rich heritage to life in a fully guided, immersive tasting tour. Split across three rooms, visitors can uncover its history and discover the triple distillation process.
The Whiskey Makers experience is a 90-minute masterclass exploring Jameson Original whiskey and the trio of whiskeys that complete the Makers Series – Distiller’s Safe, Cooper’s Croze and Blender’s Dog – each of which has been developed by one of Jameson’s Master Makers.The tasting experience deconstructs the ingredients, craft and different flavors of each whiskey, before allowing visitors the chance to blend their own that they can then take home.
Finally, The Whiskey Shakers experience is an immersive cocktail masterclass, hosted by a Jameson bartender, who guides visitors through the history, ingredients, and recipes of world-famous Jameson cocktails.In the Shakers’ Room, all of the professional bar tools and ingredients are provided, before continuing into the Maturation Warehouse to sample whiskey straight from the cask.
Claire Tolan, Managing Director – Jameson Brand Homes, comments: “Giving our guests the opportunity to touch, taste, smell and interact with Jameson in the original Bow St. Distillery buildings is extremely powerful. The pinnacle for many visitors will be their visit to our Maturation Warehouse. A whiskey’s flavor is greatly influenced by the barrels it’s stored in. We have liquid quietly resting in a mixture of 90 bourbon & sherry casks, the aroma as a result of the Angels’ Share is palpable; it’s a magical experience”.
Deirdre Waldron, CEO, TBWA\Dublin, adds: “This is just the beginning of a new agency-client relationship. There’s much more to come from this new Jameson brand home and we’re delighted to partner with Jameson on this new chapter of the story of Jameson on Bow Street.”
