Missouri have been working with Jameson since 2014 as their global below the line agency of record. Our work spans the on-trade, the off-trade and travel retail and comprises of global communications toolkits for local market adaptation - from new product launches to unique Jameson serves, our work provides the strategic framework and the creative rigour required to drive consumer engagement and a sales up-lift of 14% year on year.

Jameson Ginger & Lime is the signature mixed serve from Jameson. It’s a refreshing alternative to your regular Jameson and a great way to introduce Irish whiskey to those that have never tried it before. This is especially true during the Summer months. Our task was to situate the serve in the perfect drinking occasions for Summer, and to show the drinks at their refreshing best. We chose the sun dappled outdoor occasions of summer festivals and beer gardens. these visuals sat alongside simple, straight talking headlines, and a fresh looking Jameson Ginger & Lime lock up.

After a packaging re-design of Jameson Crested and Jameson Black Barrel we re-launched these two old favourites under the Heritage Series banner.

The objective was for Jameson shoppers to explore the broader premium Jameson expressions and discover the unique processes and provenance of these distinctive premium variants. Black Barrel is a double charred whiskey full of rich and intense flavours; we brought this to life utilising black burnt oak and copper and the headline ‘Touched by Fire’.

Jameson Crested celebrates the first drops bottled in the legendary Bow Street Distillery in Dublin. With a delicate finish and sherry notes, the Crested communication focuses on the original architectural drawings of the distillery itself; whether foil blocked in gold or acid etched into light oak, the Heritage series shows that not every history lesson is boring!

After a packaging re-design of Jameson Crested and Jameson Black Barrel we re-launched these two old favourites under the Heritage Series banner.

The objective was for Jameson shoppers to explore the broader premium Jameson expressions and discover the unique processes and provenance of these distinctive premium variants. Black Barrel is a double charred whiskey full of rich and intense flavours; we brought this to life utilising black burnt oak and copper and the headline ‘Touched by Fire’.

Jameson Crested celebrates the first drops bottled in the legendary Bow Street Distillery in Dublin. With a delicate finish and sherry notes, the Crested communication focuses on the original architectural drawings of the distillery itself; whether foil blocked in gold or acid etched into light oak, the Heritage series shows that not every history lesson is boring!

This innovative expression defies all the conventions of the whiskey category and deconstructs the constituent characteristics of Jameson original and reassembles them in three individual expressions.

Launched exclusively in travel retail, we asked our shopper to explore the range not through age or process, like many in the category, but rather let their own taste preferences be their guide in self-discovery.

Each variant has its own energy, colour and unique flavour profile but when visually merchandised together completes the story of this remarkable range. Round, Bold and Lively – a whiskey that truly lives up to its name.

Our challenge was to bring the new Jameson Caskmates range alive ‘through-the-line’ with a campaign idea that delivers on the product platform of – ‘Discover What Happens When Two Great Things Come Together’.

We positioned Caskmates to behave more like a craft beer and disrupt the whiskey category whilst also raising awareness of the brand and educating consumers on new ways to drink it.

By exploring the relationship between craft beer and whiskey, we identified 3 insights that Caskmates could leverage; the versatility of the liquid, the collaborative nature of the process and the seasonality of craft IPA and Stout.

Establishing a clear drinks strategy was crucial in changing the perception that Caskmates is only to be consumed neat or on-the-rocks as mixed drinks and cocktails are key to increase rate of sale in the on-trade and encourage home consumption in the off-trade.