Jameson Irish Whiskey has launched an exciting new concept exclusively in duty-free that allows travellers to discover and engage with the famous brand.

The Jameson Tastehouse is an interactive pop-up firstly taking place at London Gatwick Airport until the end of June 2018, allowing travellers to experience the entire portfolio including Jameson Original, Caskmates, Deconstructed Series and Signature.

Guests to the Jameson Tastehouse pop-up will be greeted with a Jameson Ginger & Lime before sharing their individual tastes with a host who will recommend a whiskey from the Jameson Family to sample. Adding a competitive edge to the experience, a voting board will then showcase which whiskey London enjoys the most.

Alongside the tastings and cocktails, a classic game of shuffle board is available for all to enjoy and those who purchase a bottle of Jameson at the Tastehouse will receive an exclusive Jameson baseball cap.

Pernod Ricard Global Travel Retail is also supporting the fun-filled activation digitally at all stages of the Travel Trail. Before travellers begin their trip, exclusive Jameson playing cards redeemable at the Tastehouse can be claimed via Facebook. When in-airport, travellers will be geo-targeted and encouraged to seek out the pop-up with notifications informing them of the exact distance they need to walk to reach the Tastehouse.

Following this exclusive pop-up at London Gatwick Airport, Jameson Tastehouse will roll out at a global scale from July 2018 onwards with activations customised according to the current portfolio of Jameson products available in each location.