Irish Distillers, the producer of some of the world’s best known and successful Irish whiskeys, has announced that its award-winning Bow St. Experience is going on tour. From September 2019, the experience will activate in Lisbon, Portugal. Jameson has created a replica of its flagship experience and shipped it to the Portuguese capital, bringing the home of the brand to new audiences. Running throughout September at Lisbon’s creative urban district – LX Factory – visitors to the pop-up will experience the history, heritage, production process and taste of Jameson on the definitive tour, guided by Jameson’s world-renowned brand ambassadors. In addition, the surrounding Jameson Village will offer a range of interactive, fun and engaging experiences and live entertainment; including bartender masterclasses, a tattoo studio and a barbershop for tourists and visitors to enjoy.
Simon Fay, Business Acceleration Director at Irish Distillers, commented:
“For years, we have welcomed Irish whiskey fans from around the world to our brand homes in Dublin and Cork to engage with our whiskeys through unique shared experiences. Now, we are incredibly excited to show Bow St, the spiritual home of Jameson, to the world. Innovation is central to everything we do at Irish Distillers, so we are thrilled to bring our home on tour using shipping containers to transport and house our Bow St. Experience around the globe. “Our aim is to bring our guests on a journey, engaging all five senses through audiovisual storytelling from a Jameson Brand Ambassador, aromas, hands-on experiences and, of course, product sampling.”
“This exciting project is part of Irish Distillers’ long-term brand experience plan. As a member of the Irish Whiskey Association, we’re working to make Ireland the world leader in whiskey tourism by 2030. Following on from the launch of Jameson Distillery On Tour this month, we hope to continue to bring the experience to life in other cities, reaching more audiences around the world,” added Fay.
Each tour lasts 30 minutes with visitors given the opportunity to try a range of Jameson cocktails and beer pairings before or after the tour at The Jameson Bar. Visitors will also be able to visit the Jameson store where they can find exclusive products and merchandise, including their own personalised Jameson Distillery Edition bottle, which until now, was only available at Jameson Distillery Bow St. in Dublin and Jameson Distillery Midleton in Cork.
In December 2018, Jameson Distillery Bow St. was named the World’s Leading Distillery Tour at the World Travel Awards. Jameson Distillery Bow St. was awarded Europe’s Leading Distillery Tour for the second year in a row at The World Travel Awards Europe Gala Ceremony 2019, held in Madeira in June.