Jameson Whiskey - Created for the trend setter

Stacey Rowan banishes misconceptions that whisky is only for the older generation, as presented at the Capital Market Day 2014 held in Cork, Ireland.

When one thinks of whisky, an older gentleman in an arm chair holding a whisky on the rocks comes to mind. But with Jameson Irish Whiskey, this is certainly not the case. Whisky has now evolved into something more – it has transformed into something that surpassing the age gap and is now a beverage enjoyed by the younger, hipper trendsetter. In South Africa, a change in the cultural patterns of drinking is happening and a growing emerging affluent middle class has adopted Jameson as their whisky of choice. They’re over the age of 18 and on average have an income between R16 000 to R50 000, live in a formal dwelling in a metropolitan area, own a car, have a tertiary education and have a white collar job. These DUDes, as Jameson calls them, are setting the trends and making new fads, and although Jameson is not a fad, it is most certainly trending. Now instead of the older generation drinking Jameson, one can see the plethora of younger generations sipping this fine drink at bars, restaurants and social gatherings.

With all this mind it’s no wonder why Jameson is hosting Jameson Cult Film Clubs, soon to be popping up in South Africa this year, and many other cinema and live social events, where Jameson runs freely as water running in a stream. These events are attended by some of the hot-and-happening people who are as connected to social media as paper sticks to glue. What makes this such a brilliant marketing tactic is that when attending these events, these trendsetters will regularly update their experience on Twitter and other social media platforms, indirectly promoting the brand and its legacy far and wide. The greater the buzz on social media, the greater the drink is shared in the community.

The style of drinking whisky has also transformed drastically as well, with the younger generation putting their unique spin on the drink. Out with the old and in with the new - and the emerging popularity of Jameson shots and Jameson based cocktails show just that. Bartenders across the world are creating the hippest drinks using Jameson, all of which fortunately appear on the drink menu.

South African bartenders are also providing these unique drinks to local Jameson aficionados and thirsty patrons. Jameson can be enjoyed as ‘The Emerald’, a cocktail encompassing Jameson, sweet vermouth and orange bitters. Or for the more popular drink amongst the locals, enjoy Jameson with a twist of lime and ginger. For those colder nights, with winter upon us, Jameson can be enjoyed with hot water and honey. This whisky, with its smooth taste, has the flexibility to evolve into many more future delicious concoctions, and will continue to change with the likes of the trendsetter and the younger generation. And as the movement from old to new progresses, it’s time to get the thought of whisky as an older drink out of one’s head and replace it with the thought of a popular drink consumed by the younger generation. It’s time to remove the stale notion of Jameson as a drink consumed only on the rocks and embrace it in all its new hip and happening glory.