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COVER STORY "Ultimately, our goal is to find the right niche for each consumer," says J. C. Iglesias, Director of Marketing, Scotch Whisky and Cognac for Pernod Ricard. The Trailblazer: Jameson Jameson has been a stunning success within the Irish whiskey category and dominates its market, with over 70% of the segment. Wayne Hartunian, VP of Marketing for Whiskies and Cognacs for Pernod Ricard, notes that Jameson's success has been "primarily the passion that consumers and bartenders have for the brand. Bartenders refer to Jameson as 'their' brand. Jameson is the fastest growing premium brand in the United States, with a strong formula for suc- cess. The bottom line is that there is still so much more potential for this brand; even at over one million cases a year, there is a huge upside." With the Irish whiskey category more than doubling in size over the last five years (source: Nielsen Total U.S. F/D/L 52 weeks ending 6/25/11) and a projected 8.9% annual compound growth over the next five years, Jameson is poised to become an even bigger success. In 2010, Jameson accounted for 82% of the growth in the Irish whiskey category (source: 2011 Beverage Information Group Advance). Innovative marketing concepts have helped drive that growth, including a television campaign labeled "Taste Above All Else." At American Farmhouse Tavern in Manhattan Beach, CA, Beverage Manager Blake Donaldson has created the Smokin' Irish cocktail; combining 2 ounces of Jameson with peach nectar and elderflower liqueur, he adds a bacon-wrapped sugarcane garnish and finishes off the drink with a spritz of Glenlivet. The advertising concept is designed to be reminiscent of an epic film, with the third spot in the Effie award–win- ning series having just launched nationwide. Additionally, unique and different events such as the well-attended Bartenders Ball, held in various key markets around the country, have helped to increase brand loyalty and awareness with the ever- burgeoning bartending community. The Jameson First Shot Competition Jameson launched a short film competition with actor Kevin Spacey and his com- pany, Trigger Street Productions. Designed to discover talented screenwriters and directors from Russia, South Africa and the U.S., Jameson First Shot comes with an incredible prize: One winner from each country will have his or her script made into a short film starring Spacey. "I want to give talented people out there a shot at reaching their goals for the first time," explains Spacey. "If one person gets a break, then the competition has been successful." Talented filmmakers looking for their big break are invited to submit a script up Kevin Spacey. to seven pages long on the theme of a legendary, humorous or very tall tale. The shortlist will be picked by an expert team including Kevin Spacey and Dana Brunetti, President of Trigger Street Productions (The Social Network and 21). Wayne Hartunian, Vice President Whiskies, Pernod Ricard USA comments, "First Shot reinforces Jameson's long-standing support of independent film, both globally and in the U.S., where we sponsor the Film Independent Spirits Awards held annu- ally in Santa Monica." For complete information, go to jamesonfirstshot.com. 62 / the tasting panel / november 201 1 Pernod Ricard continues to focus on category management initiatives such as "Tipping Point" for both on- and off- premise sales teams in order to further bolster the phenomenal growth of Jameson whiskey. "We want to offer suggestions to our sales force to educate the trade on how to leverage this successful brand," Hartunian tells THE TASTING PANEL. In the end, as consumers become more interested CREDIT: MERIDITH MAY