Jameson collaborated with east London’s Beavertown Brewery to create a limited edition imperial stout, aged in rare Jameson casks. They called it Ger’onimo. Exposure was tasked to tell the story of the partnership to a hard-to-reach, heritage-oriented demographic, drawn to the authenticity of independent or artisanal labels and brands.
To gain traction with this audience, we needed to show that the collaboration was born of a genuine shared passion for craft. We created a three-minute film of Beavertown that followed founder and brewer, Logan Plant, to the Jameson distillery in Co. Cork where he met Jameson’s fifth generation Master Cooper, Ger Buckley.
Following an intimate launch with a small group of targeted media, craft beer bloggers and key influencers at Duke’s Brew & Que in Hackney, news of the Jameson collaboration spread far and wide.
The film was posted to fifteen key websites, including one international platform. The campaign secured coverage in eight key media titles and sparked on-message social media posts by key influencers. Most importantly, the campaign as a whole brought Jameson’s heritage background and craft methods to an audience otherwise unacquainted with this key aspect of the brand.