Jameson a case study in recession-defying marketing
Defying the recession, Jameson's retail sales had grown 28% through the first eight months of this year, per Nielsen, and its bar and restaurant sales increased 20%, as a result of the brand's historical focus on word-of-mouth marketing to bartenders and wholesalers, this article says. The Irish whiskey marketer earlier this year added a TV campaign. "We've achieved a mass that allows us to take advantage of a higher-reach medium like television, but this is whiskey, and it requires face-to-face (selling)," said Jeff Agdern of parent Pernod Ricard. Advertising Age (11/16)