Jameson: Elevating the Distillery On Tour in Manila for Three Years

INTRODUCTION:

Over the past three years, Tagline 360 has been the strategic and creative agency behind the Jameson Distillery On Tour in Manila – the first iteration of this award-winning whiskey activation in Asia – conceiving every element from design to delivery, crafting a journey that brought Jameson’s Irish whiskey heritage to life in the heart of Manila’s newest lifestyle district.

THE CHALLENGE:

Localizing global heritage: Translate Jameson’s iconic distillery identity into an immersive Filipino experience authentic to both the brand and the local audience.
Modular yet impactful setup: Design an environment that could be efficiently deployed across events while maintaining visual and experiential consistency.
Experience beyond tasting: Create a journey that informs, entertains, and engages going well beyond passive sampling.

THE STRATEGY:

Portable distillery concept: We crafted a pop-up distillery inspired by the Bow Street flagship – infused with storytelling, sensory engagement, and interactive stations.
Guided multi-sensory experience: Guests were led through a 30-minute, curated journey covering Jameson’s creation, distillation, bottling, and enjoyment, complete with tastings, games, and narrative-driven zones.
Seamless brand ecosystem: From merchandise displays to digital touchpoints, entertainment, and live interaction, every element reinforced Jameson’s identity and the activation’s continuity across multiple years.

THE SOLUTIONS:

Design & Setup Highlights

Fully fabricated branded bar: We designed and built the bar to accommodate merchandise displays, tasting counters, ambient décor, and social interaction zones.
Structured sensory journey: A comprehensive, guided walkthrough included stations on Jameson’s history and process paired with tasting sessions and light interactive games for shareability.
Modular setup for consistency: The structure balanced aesthetic impact with logistical flexibility – supporting multiple rollouts while retaining the brand’s immersive experience standards.

What Makes It Novel

Pioneering in Asia: This was Jameson’s first-ever Distillery On Tour experience in Asia, presenting its heritage narrative through a pop-up experiential format usually seen in global flagship cities, now tailored for Manila.
Sensory storytelling over sampling: Unlike typical tasting booths, our activation was a curated narrative journey combining education, games, and branded atmospheres that encouraged deeper emotional and sensorial engagement.
Designed for social reach: The experience was intentionally built to create photo-worthy moments and invite user-generated content, from interactive games to tasting rituals, fostering organic buzz and influencer participation.

THE RESULTS:

Consistent partnership: Three consecutive years of JDOT Manila activations cemented our role as Jameson’s preferred experiential agency in the Philippines.
Strong local traction: Each edition drew thousands of attendees and generated media features, influencer coverage, and social shares that amplified Jameson’s cultural relevance locally.
Brand & commercial impact: The activation supported Pernod Ricard’s positioning of Jameson as one of its fastest-growing brands in the region, fueled by experiential resonance and consumer engagement.

CONCLUSION:

By designing every aspect of the Jameson Distillery On Tour in Manila – from sensorial journey design to spatial fabrication – we helped transform a global whiskey concept into a locally relevant cultural event – making Jameson Whiskey an integral part of Manila’s social landscape.