Customers will be able to access the platform via a QR code available on the necks of all Jameson Original bottles.
They can then gain access to unique events, experiences and content which fall under the brand’s ‘Widen the circle’ campaign.
This content will change on a monthly basis to give customers a reason to return to the platform. It includes early access to gigs, competitions, cocktail recipes, snack inspiration and merchandise.
Leanne Banks, marketing director at Pernod Ricard UK, said: “Jameson has a rich heritage of bringing people together for shared moments of connection and Jameson Connects is the next step in the evolution of the brand’s community.
“The process is really simple and as smooth as the liquid in the bottles; just scan the QR code on the Jameson bottle, then register and enjoy what comes your way. We look forward to deepening the connection with our fans and delivering fun and engaging experiences that will inspire consumers to ‘Widen the circle’ and connect with others.”
The launch of Jameson Connects comes as the brand’s 2.7% growth is performing ahead of total whisky in the off-trade (0.2% growth) in the past 12 weeks.
It is also leading the growth of Irish whiskey in the UK, holding a 73.8% value share.