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January-February 2011

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Million Case Milestone

By: Anthony Head

JAMESON
SURPASSES A MILLION CASES—WITH NO SIGNS OF SLOWING DOWN

by Anthony Head

"Lost Barrel" is the title of the Jameson Irish Whiskey commercial that's known to many by now. It's an excerpt from an epic sea voyage with a terrible storm and a giant octopus in the plot. (An entertaining alternative to the usual bar-banter pieces cluttering up the timeouts during football season). The 30-second spot follows the brand's founder, John Jameson, as he saves a single barrel of his whiskey that had fallen overboard in 1781.

Just imagine how he'd take the news that a million cases of his fabled Irish whiskey were sold in this country in 2010. (That's one out of every three bottles sold worldwide.) Yet, as significant as it is to achieve the million-case sales milestone, don't look for Jameson to be slowing down anytime soon. The brand has nearly doubled in size over the past three years, making it by far the strongest driver of the Irish whiskey category.

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