Jameson Irish Whiskey, Nigeria’s leading whisky and a key brand in the Pernod Ricard portfolio, brought its signature spirit of conviviality to life with a five-day celebration through its Jameson Distillery on Tour (JDOT) initiative.
From September 26th to October 1st, Lagos played host to a dynamic blend of cultural experiences, responsible hosting, and community connection — all hallmarks of the Jameson brand.
The JDOT experience offered consumers a taste of Ireland infused with the vibrant energy of Lagos. Each day unfolded with a unique celebration of creativity and culture, from whiskey tastings and fashion markets to live music, skating, nostalgic games, and water park fun.
The tour kicked off with WAF & Street Souk After Dark, a fusion of skating, fashion, and music that set the tone for JDOT’s adventurous spirit. The following day, MIA & Vogue Boys brought nostalgic games and standout performances wrapped in waterpark excitement.
Afrovibes on Orange Island showcased street-style performances featuring Afro-soul, acoustic sets, jazz duos, and violinists. On September 30th, Afro Jam spotlighted women’s voices and creativity through an all-female music lineup in partnership with Deeds Magazine. The tour concluded with a grand Independence Day finale at the Mainland Block Party, uniting the city in a massive music concert.
Speaking on the initiative, Evane Chenuet, Marketing Director of Pernod Ricard Nigeria, noted: “Jameson Distillery on Tour has become more than an event; it’s a community. This year at Orange Island, we created a space where creativity, fashion, music, and culture come alive, connecting people in the true Jameson spirit of togetherness.”
While many celebrations lean into indulgence, Pernod Ricard continues to advocate for a more mindful approach — one grounded in balance, care, and genuine connection.” At the heart of the Jameson Distillery on Tour (JDOT) was a clear message about moderation.
This was brought to life through the ‘Drink More Water’ campaign— Pernod Ricard’s flagship Responsible Hosting initiative, which encourages guests to stay hydrated, drink mindfully, and embrace healthier habits. Drink More Water reflects the company’s long-standing commitment to responsible drinking and aligns with its global Sustainability & Responsibility roadmap.
With JDOT 2025, Jameson reaffirmed its role not only as a brand of great taste and unforgettable experiences, but also as a responsible partner in shaping vibrant and sustainable communities.
