Saturday 29 November 2014

Jameson goes cool on Rihanna endorsement

Published 13/04/2014 | 02:30

Rihanna

Jameson has given a cool welcome to endorsements from pop mega stars Rihanna and Lady Gaga.

"Cheers to the freakin' weekend I drink to that, yeah yeah/Oh let the Jameson sink in I drink to that," sings Rihanna in her hit Cheers. Lady Gaga also name checks the Irish brand in Heavy Metal Lover.

Jameson sales have rocketted over the last year, with a 16 per cent sales leap in the six months to December 2013. Some 54 markets worldwide are now experiencing double or triple-digit growth trends. The whiskey, produced by Irish Distillers, is ultimately owned by French group Pernod Ricard.

"We are always pleased when any consumer of legal drinking age, celebrity or otherwise, enjoys Jameson in a responsible manner. However, we don't specifically seek out direct celebrity endorsements for any of our brands. What we have seen is that genuine fans of Jameson who are in the public eye, such as Rihanna, like to communicate this themselves," according to Gavin O'Doherty, Marketing Director, Ireland, Irish Distillers Pernod Ricard.

"As a matter of principle, we ensure that all marketing activities in our control – advertising, promotions, sponsorships, etc – adhere to both the Pernod Ricard marketing guidelines and the very strict local codes which operate here in Ireland."

Sunday Indo Business

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