In Drinks Spirits by Clyde Mooney

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The world’s No.1 Irish Whiskey has launched a high-impact campaign throughout the eastern capitals, championing its ‘crafted authenticity’ and claim to being fearless.

Pernod-Ricard in Australia has engaged Apparition Media, in association with Vizeum and Posterscope, for a series of striking murals at eight locations across Melbourne, Sydney and Brisbane celebrating Jameson Irish Whiskey.

The impressive paint and textured creations feature the iconic bottle alongside the Jameson family motto of ‘Sine Metu’ – Latin, meaning ‘without fear’.

Jameson senior brand manager Valeria Catterini says they hope the creation and prominence of the murals brings Sine Metu to life in a new way.

“The hand-painted billboards are disruptive and add an element of intrigue for passers-by during the painting process.”

Assistant brand manager Lexie O’Toole confirmed the locations in Sydney’s Surry Hills, Newtown and Chippendale, Melbourne’s CBD and Brisbane’s Fortitude Valley were selected due to their high concentration of licensed venues. Posterscope’s Elliot Devine furthered the alliance with the philosophy.

“Working closely with Vizeum and Apparition we selected the most impactful and relevant sites to elevate the brand and align with the Jameson motto.”

Sold in over 120 countries, Jameson is the biggest-selling Irish whiskey in the world, praised for its smoothness and proprietary triple distillation process.

The murals will be in place for five weeks.