Innovation: the engine room of our future
For our US business, innovation is about exciting our customers today and building successful brand propositions over the long term. The innovation process starts with understanding the target consumers and meeting their needs. We put the consumer’s wants and needs at the forefront of each of our innovations. Then we focus hard on delivery and launch - maximising the tools we have to help our teams sell-in to retailers and energise our consumers.
Our innovation index outperformed the competition during the year, with Jameson Orange leading the way as our #1 innovation. Our wider ranges of RTDs and ready-to-serve (RTS) products are also set to make major inroads into the US markets.
Across the US market we’re pioneering new and captivating brand experiences, while also expanding our portfolio into areas of growing consumer interest through product innovations and thoughtful partnerships.”
Pioneering unforgettable experiences
In addition to our innovation pipeline, we’re continuing to pioneer experiences for our brand lovers.
For example, Jameson spent 14 days in the iconic Hudson Yards area of Manhattan. More than 18,000 consumers experienced immersive education and tasting tours that delivered the full distillery experience, exceeding goals by 128%. With over 130 earned media placements, the event garnered nearly $18 million in earned media value, and digital displays generated over one million impressions.
Also in New York, our iconic Jefferson’s bourbon launched its “Waterway Whiskey Wednesday” ferry series, giving consumers a unique experience - one that mirrors a similar journey that our barrels take on the world’s waters.