Irish whiskey brand, Jameson, officially launched its new concept platform dubbed Jameson Supper Club at Johannesburg’s quintessential restaurant, A Streetbar Named Desire owned by Thomas Hughes who is a seasoned chef and restaurateur.
The platform, which was introduced to market last night (31 March 2022), was framed under the pretext of supporting its partner outlets that had been extremely impacted by the ramifications of COVID-19 regulations and restriction, which in 2021, saw many of these outlets unable to operate at optimum level, thus affecting revenue income for these outlets.
“As a brand, we have always strived to place our consumer and partner outlets at the forefront of everything we do. So, when the devastating impact of COVID-19 started having its toll on their operations, we knew that as Jameson we had to find ways to be able to provide some respite,” says Jameson Brand Manager, Vuyisile Dlepu.
He adds that when the pandemic battered many of its outlets, it compelled them as brand to find ways of cultivating meaningful ways to build brand experiences that would further earn them brand equity and salience.
“Together with our partner agency, RAPT Creative, we were able to not only conceptualise a campaign platform alone, but we further executed it at a level that as attested by the reaction of market, will allow us to roll it out in other provinces to ensure that the experience is shared amongst our other partner outlets,” adds Dlepu.
The event which boasted a star-studded guestlist and entertainment from main celebrity DJs Lamiez Holworthy and DBN Gogo, was well received by consumers with a hive of social media posts making the rounds across platforms and an eclectic sensory experience that left them wanting more.
Jameson Supper Club which first launched in Johannesburg will in the next few months make an appearance in major cities – Cape Town and Durban.