RAPT Creative has launched the Jameson Supper Club consumer outreach platform in Cape Town for Irish whiskey brand, Jameson.
Trialled earlier this year in Johannesburg at A Streetbar Named Desire, Jameson Supper Club debuted in the Mother City on May 18 at Harrington’s Cocktail Lounge, a one-minute walk away from the District Six Museum in Zonnebloem in the city bowl, and will debut in Durban on June 10.
The platform is intended to encourage Jameson fans to celebrate the spaces they could not enjoy during the various levels of South Africa’s Covid lockdowns.
According to Jameson Brand Manager, Vuyisile Dlepu, the concept was created in partnership with its agency, RAPT Creative, and specifically designed to be rolled out at its partner establishments countrywide.
A riff on supper clubs and pop-ups, the get togethers are hosted at fans’ favourite places with curated menus, delicious whiskey cocktails and line-ups that bring the heat.
In this way, the brand is helping restaurants, pubs and wine bars recover and rebuild following the financial impact COVID-19 regulations and trading restrictions had on their business.
“As a brand, we place our consumer and partner outlets at the forefront of everything we do. So, when COVID-19 took its toll on our partner establishment, we vowed we would find ways to provide some respite once the restrictions were lifted,” said Dlepu.
“At the same time, we knew the brand would need to find meaningful ways to create experiences and connections that would continue building brand equity and salience within its market.
“Together with our partner agency, RAPT Creative, we conceptualised the platform and trialled it in Johannesburg. The Cape Town launch has further proved that the concept and its slick execution will make it and our partner outlets very popular as the roll-out extends across South Africa,” Dlepu said.
RAPT Creative launched Jameson Supper Club with extensive social media campaign, largely across Facebook, Instagram and Twitter. It also extended its presence into various e-commerce channels.
About Irish Distillers
Irish Distillers is Ireland’s leading supplier of spirits and wines, and producer of some of the world’s most well-known and successful Irish whiskeys. Led by Jameson, our brands are driving the global renaissance of Irish whiskey. Jameson is the world’s bestselling Irish whiskey, experiencing 30 years of consecutive growth up to 2019 and hitting sales of 8.6m cases in 2021. Our brands are exported to 130+ markets.
Irish Distillers was formed in 1966, when a merger took place between John Power & Son, John Jameson & Son and Cork Distilleries Company. In 1988 Irish Distillers joined Pernod Ricard, gaining access to unprecedented levels of investment and an extensive global distribution network. Since 2012, we have invested over €400 million to double our production and bottling capacity to meet global demand for our products.
We employ over 600 people across our operations in Cork and Dublin.
About Pernod Ricard
Pernod Ricard South Africa is part of the Pernod Ricard group, the No.2 worldwide producer of wines and spirits with consolidated sales of €8,824 million in FY21. Headquartered in France, we are a truly international group. Created in 1975 by the merger of Ricard and Pernod, the Group has developed through organic growth and acquisitions. We provide brands of origin such as Jameson Irish whiskey, Ballantine’s, Chivas Regal, The Glenlivet Scotch whiskies, Absolut vodka, Beefeater gin, Inverroche gin, Martell cognac, Red Heart rum and G.H. Mumm and Perrier-Jouët champagnes. Owning 16 of the Top 100 Spirits Brands, we hold one of the most prestigious and comprehensive brand portfolios in the industry. Our brands are distributed across 160+ markets and by our own salesforce in 73 markets. Our Group’s decentralised organisation empowers our 19,000 employees to be true, on-the-ground ambassadors of our vision of “Créateurs de Convivialité.”
In South Africa, Pernod Ricard has been building brands and creating conviviality for the past 27 years. After Nelson Mandela’s release and the subsequent birth of South Africa’s democracy, the lifting of international trade sanctions paved the way for renewed investment opportunities into the country and on the 8th of July 1994, Pernod Ricard South Africa was established. Over the past eleven years we also established affiliates in Namibia, Kenya, Nigeria, Ghana, Angola and Mozambique. The relocation of our head offices from Cape Town to Johannesburg united Pernod Ricard South Africa with Pernod Ricard Sub-Saharan Africa to establish the Pernod Ricard Sub-Saharan Africa Management Entity. We employ just under 500 people across Africa, with around 300 employees based in South Africa.
At Pernod Ricard our intent is to ‘Bring Good Times from a Good Place’ – to create a more convivial world, a world without excess. We have always been committed to fighting the harmful abuse of alcohol and we acknowledge that it is our responsibility to play an active part in preventing it and to each individually act as responsible brand ambassadors. As passionate hosts we bring people together to connect, share and celebrate in the spirit of conviviality. As respectful guests we strive to protect the environments in which we live, to the benefits of our consumers, our business and our planet. As reaffirmed by the Group’s strategic plan, “Transform and Accelerate” deployed in 2018, Pernod Ricard’s strategy focuses on investing in long-term, profitable growth for all stakeholders. We remain true to our three founding values: entrepreneurial spirit, mutual trust, and a strong sense of ethics.