Jameson has posted double-digit growth for 10 consecutive years, but the Irish whiskey brand’s most recent success has come with a greater degree of difficulty. For one thing, traffic in bars and restaurants is significantly down this year, which would normally pose a huge problem for a brand that draws 40% of its sales “on-premise.” But Jameson’s sales in bars and restaurants have risen an astonishing 20% — a payoff from the brand’s inroads with the affluent young professionals least affected by the recession.Then there’s the price point.
At about $20 for a standard bottle, the brand falls squarely in the high-end premium category being squeezed by consumers, who are either trading down to cheaper stuff en masse, or clinging to super-premium labels as one of the last true indulgences they can still afford. And yet Jameson’s retail sales this year were up an astonishing 28% through August, according to Nielsen. The brand’s gravity-defying sales have their roots in a long-running word-of-mouth effort that dates back to the 1990s, when the bulk of the brand’s spending went into selling bartenders, wait staff and wholesalers on its merits…
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