Black Barrel: Fired Up

Aged in double charred barrels, Black Barrel is Jameson’s premium SKU, made for drinkers who reached for other brands when trading up. We developed the global BTL launch strategy and campaign, plus activations like Black Barrel Ignites.

Inspired by the charring process, it ran in restaurants around the world, including ACME Fire Club in London, where consumers shared menus inspired by Black Barrel. In five years, Black Barrel has generated €287m NSV and become the world’s fourth-largest Irish whiskey brand.