Jameson Case Study: targeting the "recession resistant" consumer

Published by: Datamonitor

Published: May. 17, 2010 - 13 Pages

Table of Contents

DATAMONITOR VIEW

CATALYST

SUMMARY

ANALYSIS

Irish whiskey has strong growth potential due to its targeting of young male drinkers

Whiskey is the strongest sector in the US spirits market but has been impacted by the recession

Irish whiskey is bucking whiskey trends by recording strong growth potential

Whiskey drinkers are typically older than drinkers in other spirits categories

Men dominate the whiskey category more than in other spirits sectors

A significant proportion of consumers are drinking out of the home less often which has implications for the spirits market

Jameson is a small player in the US but has grown substantially in the downturn by focusing on recession proof young males

Jameson has been growing at a faster pace than the broader category

Jameson has been somewhat protected from the recession by targeting young male drinkers

Key to Jameson's growth has been Pernod's intensive marketing efforts, focused on enhancing word-of-mouth marketing at the grass roots level and large scale TV advertising

Grass roots marketing

TV advertising

Conclusions and implications

APPENDIX

Case study series

Methodology

Secondary sources

Further reading

Ask the analyst

Datamonitor consulting

Disclaimer

List of Tables

Table 1: Spirits market value in the US ($m), by sector, 2004-14

Table 2: Whiskey category value in the US ($m), by sector, 2004-14

Table 3: Whiskey market volume share, by company, 2008

List of Figures

Figure 1: US whiskey launches were down in 2009

Figure 2: US Irish whiskey launches reached a peak in 2008

Figure 3: US spirits categories by age, percentage of market value

Figure 4: US spirits categories by gender, percentage of market value

Figure 5: Around a fifth of consumers are drinking out less regularly

Figure 6: Jameson has been promoted through a comedy tour and a billboard messaging service

Figure 7: Jameson is promoting its heritage in a new advert that uses comedy to reach its target audience

Abstract

• Gain insight into the methods used by important industry players to give them a competitive edge
• Identify specific areas for operational improvements
• Capitalize on the knowledge of experienced companies when entering a new niche or market

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