£3m spend on Jameson

Pernod Ricard UK has pledged to invest more in its Jameson whiskey brand next year than it has in any previous year.

The company plans to spend £3m on the brand in the UK the next 12 months, according to head of marketing for whiskies Patrick Venning, who also revealed details of the biggest-ever sampling campaign for the brand.

The investment in the brand will be poured into communicating the brand message to its core audience of 25 to 34-year-old males.

The sampling activity, which started early this month, aims to educate consumers in independent and managed retail outlets across London about the mixability of the product. The brand's "Discover Bar" is currently appearing in a variety of premium outlets across London.

"We are making sure consumers know that you can enjoy it on the rocks, with ginger, cola, lemonade or in a cocktail," said Venning.

"Jameson with ginger is doing really well. When we introduce this to new consumers they always give a positive response because it's such a nice combination."

Next year's investment activity will also build on the success of projects such as its Jameson Cult Film Club, whereby cult films are screened in unusual locations.

"This is a really exciting time for Jameson — consumers have responded very well to date to the brand's venture into the world of cult films, which is why we have invested again in an exciting campaign," said Venning.

The Cult Film Club strategy will be supported by a digital social media campaign, including a new blog at jamesonfilmclub.com, which will allow consumers to apply for tickets online. The blog will be communicated via Facebook, Twitter and other social networking sites.

"We feel the partnership with the UK's top film magazine Empire and the digital campaign will amplify Jameson's activities and hit the mark with our target audience," he said.