Battleground #2: Building Passion Brands
TO SUCCESSFULLY BUILD LASTING RELATIONSHIPS WITH OUR CONSUMERS
Creating strong brand appeal is a vital asset in an industry where consumers typically have five or six favourite drinks. Gone are the days when consumers would look to buy an individual product; today they want a whole meaningful experience from a brand with which they identify. As such, brands more than ever need to align with their consumers’ lifestyles, as well as their social, environmental and ethical concerns.
Recognition of these contemporary realities two years ago prompted us to return our consumers at the heart of our strategic model. We harnessed all available resources to strengthen and enhance our consumers’ relationships with our Brands, from the dynamic management of our portfolio to investing in new digital technology, and from promoting innovation and premiumisation to expanding route-to- market/consumer distribution channels.
Through pinpointing each moment of consumption – or “experience of conviviality” – we aim to precisely meet our consumers’ expectations for every moment. However, to forge the required close-knit consumer relationships to make this happen, we must showcase each Brand’s identity – in terms of their unique history, terroir, expertise and values – with flair and consistency.
Jameson Bow St. Distillery: THE ULTIMATE JAMESON BRAND HOME EXPERIENCE
In our digital era, it seems that everything can be replicated with technology. Yet people are still looking for experiences – personal, mul sensory, real world – that cannot be easily reproduced. As the most visited whiskey experience in the world, Jameson fans travel from far and wide to experience the Brand first hand at the Jameson Distillery Bow St. The decision to transform the historic distillery into the ultimate Brand Home by creating a uniquely Jameson experience has added another must-see destination to Dublin’s already redoubtable list.
The goal of this carefully crafted 11 million euro redevelopment project was to create a place where the spirit, the history and the flavours of the Brand could be brought to life. An experience where all the senses, not just taste, are actively engaged.
The brand experience at the Jameson Distillery Bow St. draws on a layered approach to brand immersion, combining theatre, technology and the taste of a world-class whiskey, set against the backdrop of the iconic 230-year-old Dublin distillery. It’s a living, active social space that provides multisensorial experiences that create deep and lasting connections with its guests. As some are avid Jameson fans and others new to Irish whiskey, Jameson offers five fully-hosted experiences tailored to expand the horizons of a broad spectrum of whiskey enthusiasts. Each experience takes visitors on a story- driven journey that connects them with the passionate people, wide array of products and fearless spirit of Jameson Irish Whiskey.
“Our people are our most valuable asset. They are what set us apart from our competitive set; a point consistently reflected through consumer feedback and comments received through our social channels,” shares Simon Fay, International Marketing Director for Jameson.
“Giving guests the opportunity to taste, see, touch, smell and interact with Jameson Brand Ambassadors in the original distillery buildings at our Brand Homes in Bow St. and in Midleton creates a powerful emotional connection that isn’t possible through other marketing channels,” adds Simon. The successful re-incarnation of the Bow Street Distillery is living proof that the quality me consumers spend engaging with Jameson in its Brand Home generates results on all levels: it contributes to stronger brand advocacy, loyalty and an increased return on investment through monetisation.
Since the re-opening of the newly renovated Bow Street Distillery in March 2017, Jameson has received several high-profile accolades, notably a prestigious Thea Award1 for Outstanding Achievement and a World Travel Award for being “Europe’s Leading Distillery Tour in 2018.”
(1) The Thea Awards were created to bring recognition to achievement, talent and personal excellence within the themed entertainment industry.
Excessive drinking is dangerous for the health; alcoholic beverages should be consumed with moderation.
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