JAMESON
JAMESON
Jameson Black Barrel
ComplexCon
In partnership with ComplexCon, we gave consumers a hands-on educational space to learn about the steps and elements required to produce Jameson Black Barrel.
The centerpiece of our footprint was the newly renovated Jameson Black Barrel Airstream, which centered around an interactive engagement aimed at educating consumers on the distillation process of the product.
Inside the Airstream, consumers would first encounter an artistic representation of the various Select Batches that go into the product using an infinity mirror of lights and barrels.
Then, moving clockwise, consumers could engage with an oversized barrel with panels that opened to reveal information about the many different barrels used in the distillation process. Within the panels, there was also a sample of each barrel type for consumers to touch and smell the difference between each barrel type.
This touchpoint drew on the insight that the purpose of aging is to allow the liquid to extract a ton of different benefits to enhance the product, and so consumers would extract the information from our barrel in the same way.
The final touchpoint in our three-pillared experience aimed at highlighting the complex tasting notes that result from the blending process. Here, consumers could lift the tops of three jars to smell essential oils reflective of the three most prominent flavors in Jameson Black Barrel: vanilla, toasted oak, and caramel.
After the engagement, samples of Jameson Black Barrel were dispensed from the copper pipes that visually connected the entire experience from start to finish.
Outside of the Airstream, consumers could grab limited edition merch or sample a crafted cocktail at the bar.
