JAMESON IRISH WHISKEY EXPANDS ITS BARTENDER ADVOCACY PROGRAMME The world’s favourite Irish whiskey has launched an online platform to support, inspire and
engage the international bar community through an unprecedented period of uncertainty
caused by the Coronavirus outbreak.
The culmination of more than three decades of pioneering bartender advocacy, Jameson
Hosts, Jameson’s trade engagement platform, has launched an online space where the bar
community can come together to connect, learn and share in the wake of the pandemic.
bars, hotels, restaurants and nightclubs across the globe have been forced to close their
doors, Jameson Hosts provides a space for members of the bar trade to receive wellbeing
support, enhance their technical knowledge and collaborate from the comfort of their home
through video content.
The newly launched Jameson platform follows a $500,000 financial donation from the Irish
whiskey brand to the United States Bartenders’ Guild which supports on-trade members
affected by Coronavirus. Through Jameson Hosts, Jameson will also widen its practical
support of the industry by offering financial compensation to those creating videos for the
The online videos will cover a range of topics designed to educate and inspire the bar
community including cocktail masterclasses, wellbeing sessions, career coaching and
whiskey tutorials. It will also feature advice from bar teams around the globe which are
pulling together to adapt to the current challenges and better equip themselves for the future
when businesses reopen.
Beyond the virtual platform, Jameson Hosts will shortly announce a live event in late 2020 or
early 2021 where the extensive global bar community, including bartenders, bar owners,
brewers, waiters and more, will be invited to take part in a three-day festival at Midleton
Distillery, the home of Jameson. Much like its online counterpart, the festival will invite
attendees to host their own workshops to share their knowledge and expertise with fellow
participants and inspire new ideas among the community. The festival will also offer visiting
‘hosts’ a chance to immerse themselves in the production of Jameson Irish Whiskey with
exclusive access to the Old Midleton Distillery and Blending Lab at Midleton.
Brendan Buckley, International Marketing Director at Irish Distillers, says: “The global bar
community has dedicated its life and career to the service of others. Now, more than ever,
this community needs a new place to come together and share inspiring stories, real-world
guidance and encouraging words to help each other overcome the challenges they face
today and those that lie ahead.
“We hope this will offer both practical and emotional support through this challenging time
and we very much look forward to celebrating with all our hosts at Midleton soon.”
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