FEBRUARY 17, 2011
By CHRISTINA PASSARIELLO And MAX COLCHESTER
Irish whiskey brand Jameson continues their humorous company history ad campaign. The latest commercial will again feature founder John Jameson caught up in a fiction tale about saving his beloved whiskey. Jameson has made use of tradition and company heritage to enhance their aura and justify premium prices. Jameson's target market is men ages 25 through 35. Some consumers tend to buy premium labels such as Jameson for its status rather than taste. Jameson's storytelling has helped is achieve a 2% whiskey market share in the United States and and 72% Irish whiskey market share.
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