If you’re in New York’s Hudson Yards you can take a quick trip to Dublin thanks to Jameson Irish Whiskey.
The brand is giving Americans the chance to experience its legendary Dublin Bow St. Distillery for free right here in the U.S. for the first time for two weeks with its immersive modular distillery.
Transporting consumers (virtually) to the very place Jameson was first distilled in 1780, the interactive three-part experience explores the Irish whiskey’s story, triple-distillation process and signature taste. Within the experience, guests can also interact with branded activities, including shopping Jameson merchandise and snapping pictures with friends at the custom LED photo moment.
Visitors can also share a toast and learn whiskey tasting tips and more brand lore from Jameson’s AI Brand Ambassador, Molly: a fully interactive avatar that leverages cutting-edge conversational AI technology from ICONIQ AI. While on-site, people can hold real, meaningful conversations via a continuous YouTube livestream through September 7 – the first AI livestream by a major brand.
Dermot Kennedy took center stage to celebrate the opening of the experience by returning to his busking roots by singing his hits as well as songs from his upcoming second album, Sonder (Island Records/Interscope). The performance from the Irish singer-songwriter was a nod to Dublin and New York’s shared tradition of busking, where the street becomes the stage and strangers connect over their love of music.
“The first stage I ever played was on a street corner in Dublin,” said Dermot Kennedy. “As two cities known for marching to the beat of their own drum, it feels full circle to welcome the Jameson Distillery on Tour to New York City with a busking performance. Sharing a piece of where I come from with the city I now call home is something I will never forget. Together, we’re celebrating the power of connection, whether with a fellow audience member or over a shared drink with friends.”
The performance paid tribute to those committed to their craft — much like Jameson — surprising onlookers at the start of a two-week lineup featuring some of New York’s very own talented buskers, including bucket drummer Jared “Choclatt” Crawford, Pinc Louds and guitarist Gabriel Mayers.
In celebration of Jameson Distillery on Tour and the storied tradition of busking, Jameson is putting its support behind the local busking community who fill the city’s streets by covering the cost of up to 1,000 permits. New York City entertainers can apply for “Busk on Us” here.
This immersive experience is designed to widen both palates and social circles, providing a dedicated space for people to come together through a shared exploration of Jameson’s heritage and history.
“This is the first time we are bringing Jameson’s Distillery on Tour to the U.S., and we couldn’t think of a better spot to host this one-of-a-kind experience than Hudson Yards in New York City, a popular destination that attracts visitors from around the globe,” said Kelly Suhr, Senior Brand Director, Jameson Irish Whiskey. “We’re opening up the world of Irish whiskey, connecting with new kindred spirits, showcasing our storied process and, of course, enjoying our world-class portfolio.”
Those curious to learn even more about Irish whiskey can participate in an educational immersion dedicated to the brand’s Jameson Black Barrel expression. Housed within a larger-than-life barrel, this activation will include tales from those who help craft it, including Ger Buckley — an Irishman with a rich legacy as a fifth generation Midleton Cooper, an individual specially trained in barrel building.
In addition to the education experience, guests will be able to interact with immersive branded activities, including cocktail classes with New York bartenders, a putting green, a custom LED photo moment and so much more, all while listening to live music from some of NYC’s renowned buskers – a nod to the famous Irish tradition.
Visitors will also have the chance to taste the newest addition to the Irish whiskey portfolio at the Jameson Orange Truck. Featuring a limited-edition Jameson Orange-flavored sorbet created in partnership with Tipsy Scoop, the Jameson Orange Truck will give a new meaning to the smooth taste of their triple-distilled whiskey balanced with notes of zesty orange flavor.
New York City can attend Jameson Distillery on Tour through September 7 at Hudson Yards – open daily from 12 p.m. to 5 p.m. (until 8 p.m. Fri/Sat). To learn more about Jameson Distillery on Tour and reserve a spot, click here to sign up.
