Black Barrel

Aged in double charred barrels, Black Barrel is Jameson’s premium SKU, crafted for Jameson consumers who were reaching for other brands at trade-up moments.

As lead global BTL agency, we’ve created multiple activations. The 2023 platform, Black Barrel Ignites, was inspired by the charring process. Activating in restaurants around the world, including ACME Fire Club in London, we invited consumers to share menus inspired by Black Barrel.Black Barrel generated €287m NSV in 5 years since launch and is now the world’s 4th largest Irish whiskey brand.