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Pernod Ricard launches Jameson City Editions

Published:  16 August, 2013

Pernod Ricard-owned Irish Distillers is targeting international jet setters with a new-look range of Jameson whiskey.

Jameson City Editions contains eight different versions of the Irish whiskey brand, each with a label depicting urban culture in one of eight cities around the world.

Daniel Lundberg, global brand director for Jameson, said he wants the new range to provide international travellers "with a unique memento of their travels for them to enjoy with their friends or keep as collectors' items".

The range will be available exclusively in travel retail from this month, starting with the Amsterdam edition at Schiphol airport, and will stay on shelves for an undisclosed limited period. Bottles will be priced at €24.50.

Other cities besides Amsterdam include Bangkok, Dublin, London, Moscow, Paris, Singapore and Sydney. 

Several marketing initiatives will support the launch, including a competition via Facebook, in which consumers will be asked to post a picture of their limited edition bottle or of the city they love on Facebook at Winners will get a a retro-inspired travel trunk that doubles up as a drinks cabinet.

Other promotional activity will include a simulated bicycle ride in Amsterdam and a virtual city scape of Moscow.