Pernod Richard’s Irish whiskey brand Jameson has rolled out a new limited edition bottle that celebrates some of the world’s most exciting cities and its best bars providing a short guide for visitors.
The bottle’s label is designed to demonstrate logos and emblems from the top districts of seven cities across the world. The cities include Dublin, the home of Jameson, London, New York and Stockholm among other cities. The bottles recommend 11 top bars in these cities including The Rusty Knot in Manhattan, Queen of Hoxton, London, and Le Pompon, Paris.
Entitled as Jameson Great Urban Escapes, the bottle is available only through travel retail channels, for a limited period. The bottle is created for those who like to explore new exciting places in the urban landscape.
As part of the campaign, a city guide app has been created to provide consumers with information on what to see and do in four of the above mentioned cities. POS materials feature a QR code that allows access to the guide app. People without smartphones can also get a traditional printed city guide when they buy a limited edition bottle.
International Brand Director for Jameson, Nick Blacknell, says: “With 16% volume growth year on year (Pernod Richard’s research), the travel retail sector continues to be a significant focus for Jameson and its international growth plans. With the Great Urban Escapes bottle, we want to capture the independent spirit displayed by consumers who are increasingly taking adventurous city breaks and offer them alternative sites to visit that will further enhance their urban experience.”
The Jameson Great Urban Escapes bottle is now available in key international hubs across Europe, theAmericas, Gulf and Pacific Travel Retail.
Hennesy cognac has also recently revealed a limited-edition bottle by Futura.