The new-look brand 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, becoming the whiskey brand’s immersive and interactive new home.
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 immortalised in the distillery’s large open bar.
TBWA\Dublin utilised the brand’s legendary and iconic barrelmen on signage at airports, using them to communicate the temporary closure and relaunch.
“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.”
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.”
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. Purists will be delighted to see that the legendary Jameson chandeliers have remained intact and now hang proudly in the bar.
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 the history of Ireland’s best-selling Irish whiskey manufacturer and discover the innovative triple distillation process that makes Jameson one of the world’s favourite, smoothest whiskeys.
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 flavours 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 you’ll be provided with all of the professional bar tools and ingredients required to turn the recipes into masterpieces, before continuing into the Maturation House to sample whiskey straight from the cask.
With the introduction of the Maturation House, Jameson has become the first and only distillery in Dublin to mature its whiskey onsite.
Claire Tolan, Managing Director Brand Homes & Education, Irish Distillers, comments: “Some other places have micro distilleries but we just didn’t have the space for it before. This is all the space that we own – something real and genuine – but since the refurbishment we’re the only whiskey distillery to be maturing on site in Dublin, with 84 bourbon and four sherry casks on site.”
Jameson Distillery Bow St will support the Irish Whiskey Tourism Strategy target of trebling the number of Irish whiskey tourists visiting Ireland annually, to 1.9 million by 2025.