Irish whiskey brand, Jameson, officially launched its new platform – Jameson Supper Club – at Johannesburg restaurant, A Streetbar Named Desire, last month (31 March 2022).
The platform, a riff on supper clubs and pop-ups, is intended to help restaurants, pubs and wine bars recover and rebuild following the financial impact COVID-19 regulations and trading restrictions had on their business.
“As a brand, we place our consumer and partner outlets at the forefront of everything we do. So, when the devastating impact of COVID-19 started having its toll on their operations and social gatherings, we knew that, as Jameson, we had to find ways to be able to provide some respite once the restrictions were lifted in earnest,” said Jameson Brand Manager, Vuyisile Dlepu.
At the same time, the brand would need to find meaningful ways to create brand experiences that would continue building brand equity and salience within its market.
“Together with our partner agency, RAPT Creative, we were able to not only conceptualise a campaign platform, we further executed it at a level that, as attested by the reaction of market, would allow us to roll it out in other provinces to ensure that the experience is shared among all our other partner outlets,” Dlepu added.
“The Jameson Supper Club allows us to celebrate the spaces we all love that bring us together as a community and enjoy curated menus, delicious whiskey cocktails and lineups that bring the heat!”
The event, which boasted a star-studded guestlist and entertainment from celebrity DJs Lamiez Holworthy and DBN Gogo, delivered an eclectic sensory experience that left them wanting more.
And it was more than well-received by Jameson’s guests: a hive of social media posts made the rounds across all platforms.
Jameson Supper Club will soon be ‘popping up’ in other cities, including Cape Town and Durban.
Consumers of the brand, also referred to as Friends of Jameson, hoping to be part of the next pop-up experience, can register online to stand a chance to be invited to the respective events on: https://webform-console.pernod-ricard.io/prsa/jameson-za/last-supper-signup
The conversations across social media platforms can be joined @JamesonSA on Facebook, Twitter and Instagram.