Jameson Irish Whisky Market Analysis: Strategies & Activities

This report provides a comprehensive market analysis of Jameson Irish Whisky, a company with a strong presence in the Irish market. It begins with a company profile, detailing its history, product range, and financial performance, highlighting both strengths and weaknesses. The analysis then delves into the market overview, identifying the target market segments (primarily men aged 25-70), market trends such as the increasing popularity of blended whiskey and the demand for Irish whiskey, and a profile of key competitors like Tullamore DEW. A SWOT analysis identifies strengths like brand loyalty and weaknesses like limited social media presence, while a PESTLE analysis examines the political, economic, social, technological, legal, and environmental factors affecting the company. The report concludes with a discussion of Jameson's positioning and promotional strategies, emphasizing the need for a unique selling point and improved marketing efforts.

Jameson Irish Whisky Market Analysis 0
Title: Jameson Irish Whisky Market Analysis
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Jameson Irish Whisky Market Analysis 1
Contents
Introduction................................................................................................................................1
Company’s Profile.....................................................................................................................2
Market Overview.......................................................................................................................4
Target Market.........................................................................................................................4
Market Trends........................................................................................................................7
Profile of Competitors............................................................................................................8
SWOT Analysis.....................................................................................................................9
PESTLE Analysis.................................................................................................................11
Marketing Strategy...................................................................................................................11
Positioning............................................................................................................................11
Promotions...........................................................................................................................13
Conclusion................................................................................................................................14
References................................................................................................................................16
Image References.................................................................................................................18

Jameson Irish Whisky Market Analysis 2
Introduction
A qualitative and quantitative evaluation of a market can be defined as market
analysis. In simpler words, through the evaluation of the market, an organization attains
valuable information that helps in developing effective strategies by informing the
organization how suitable is the market. With the help of market analysis, an organization is
able to assess the current market and can also venture into new markets too. For conducting a
market analysis various different aspects have to be considered, which include the size of the
market both in terms of value and volume, the different customer segments, the different
buying patterns, the competitors, and also the current economic environment in accordance to
the regulations and barriers to entry. In this assignment, market analysis of the organization
Jameson Irish Whiskey has been conducted.
Company’s Profile
The origin of the organization James Irish Whiskey happened in the year 1780 in
Dublin. The founder of this organization was John Jameson. The James Irish Whiskey is
considered as one of the original whiskeys of Dublin and comes within the top six whiskeys
of Dublin. After its origin, the organization experienced a humongous growth as also
acquired the stature of being the largest Irish whiskey supplier in the world. It also has the
reputation of being the top organization in providing customers with single-distilled whiskey
and the organization holds rank three in the entire world (Saladino, 2016). The biggest
milestones in the development of the organization include, the organization became the
second largest producer of whiskey by the end of the 19th century. By the year 2013, the
organization attained the position of best-selling Irish whiskey and the organization sold more
than forty-eight million bottles of Irish whiskey in the same year. In the year 2017, the
Website: www.jamesonwhiskey.com

Jameson Irish Whisky Market Analysis 3
organization re-designed their products according to customer preferences and the various
social trends, which helped the organization to excel massively in the global whiskey market.
Due to this the organization witnessed a growth of 13% in volume and 15% in value in the
year 2017.
Some of the products of the organization include Jameson 1780 also known as 12
Year Old Special Reserve, 18 Year Old Limited Reserve, Jameson Irish Whiskey, Jameson
Black Barrel which is an exclusive product, Jameson Rarest Vintage Reserve, Jameson
Caskmates Stout Edition, Jameson Caskmates IPA Edition, and many more. All these
different products offered by the organization have the reputation of being a best-seller in the
world. The organization sells more than 21 varieties of Irish whiskey. But amongst all these
different products their James Irish Whiskey still tops the chart in being customer’s favorite
and in the year 2017 the organization sold 6.5 million bottles of their Jameson Irish Whiskey
(Roberts, 2014).
In the year 2017, the organization sold its whiskey in over 130 markets all around the
world, in which, majority of the places experience a double or triple rise in the sales, some of
the places include the United States of America, Australia, Canada, United Kingdom, South
Africa, and many more. In the year 2018, the organization experience a dividend increase of
41% in the organization and the organization promised to increase it to 50% by the year
2020. In the same year 2018, the organization also experienced an increase in their net profit
by 13%, and similarly, in the free cash flow, there was an increase of 10%. In the entire
world, the organization experienced an increase of two percent sales in the year 2018 in
comparison to the sales experienced in 2017. Thus, the organization also hold a massive
market share of 70% in the entire world (Richard, 2018).

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Some of the weak points of the organization require effective solutions as the
competition in the market is intense. Social media is a huge platform in the current times and
thus, the organization has to effectively utilize it. The Jameson Irish Whiskey gives minimal
attention to advertising, promotional events, and their presence on the social media platform
is very less. This drawback of the organization has been utilized by the competitors of the
organization and if Jameson Irish Whiskey does not address this issue, then it will suffer from
a huge loss in the coming years (Fitzpatrick, 2017).
Market Overview
Target Market
The organization Jameson Irish Whiskey have a huge market share in the global market,
especially in Ireland. Though the organization targets a wide audience, their main approach is
focused on men as they are the primary consumer of the product. This is another
disadvantage of the organization as they hardly target their products to women, which holds a
huge share in the market. The current characteristics of the target audience are –
 The organization main target market belongs to the age group of 25-70 years old.
 The targeted audience is an avid whiskey drinker.
 The young target market which belongs to the age group of 25-35, are mostly
outgoing people who spend a huge amount of money to enjoy their weekends and live
in an urban place.
 The older target market from 45-70 years old are the loyal customers of the
organization who’s first preference is Jameson Irish Whiskey (Jamison, 2017).
With the passing years, the organization has increased its market share, which has
ultimately helped in increasing the sales of the organization. But with the current trends in the

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market and increasing competition, the organization have to develop an appropriate strategy
to attract female customers too.
The potential value of Jameson Irish Whiskey in the world –
Image source: (static.vinepair.com)

Jameson Irish Whisky Market Analysis 6
Image source: (image.slidesharecdn.com)
Image source: (mms.businesswire.com)

Jameson Irish Whisky Market Analysis 7
Image source: (image.slidesharecdn.com)
Market Trends
The different market trends that are the main drivers in the whiskey industry are –
 Current Trends
 The main current trend that has impacted the whiskey industry is the
increasing respect for blended whiskey. The time has changed and blended
whiskey is no more looked down upon. Blended whiskeys now hold the
reputation of involving innovative methods to fulfill the various needs of the
customer’s flavor-wise, thus, with new, creative and unique flavor, the market
of whiskey is growing with a rapid speed (Arora, 2017).

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 The other current trend that has increased the sale of whiskey in an
organization is offering the customers with immature whiskey. Many
organization is selling whiskey before their full maturation, as this helps in
quick earning (Schultz, 2019).
 Future Predictions
 The one future prediction that continues to grow each year is the demand for
Irish whiskey. The product remains a crowd favorite for years. In the future
also, the producer of Irish whiskey will have strong control over their sales
and market share. Also, with the new innovation plans and distilleries, the
Irish whiskey producer will conquer a bigger market share (Price, 2018).
 Flavored whiskey will bring a new revolution in the industry (Kswartz, 2018).
 The key driver for various market trends
 Alcohol has always attracted young people and age is no more considered as
an issue. The organizations are enticing young customers with new blended
products and are offering it with an age statement. This strategy of targeting
young people is attracting many customers and will continue to do so in the
future too (Lascelles, 2018).
 Also, the millennial gives more preference to flavor rather than age.
Profile of Competitors
The main competitors of the organization Jameson Irish Whiskey are –

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 Tullamore DEW.
The main competitor of the organization Jameson Irish whiskey is Tullamore DEW.
The organization is growing fast in the global market and offers customers with the
excellent quality of Irish whiskey. It is also considered as the second largest producer
of Irish whiskey. The company is owned by William Grant & Sons. The organization
has a huge market size and it sells more than one million cases every year. In the year
2017, the contribution of Tullamore DEW in the global sales was very impressive and
the organization contributed by 9%. In the same year, the organization witnessed a
growth of 12.6% in its net profit. In the year 2017, it also received an award from the
International Spirits Challenge of “Distiller of the Year”. The main base of the
organization is Ireland and the organization mainly functions from here. In the current
world market, the organization has a market share of 17% (James, 2018).
 Some of the other competitors of the organization include Bushmills, Emerald, Paddy,
and many more.
SWOT Analysis
Strengths –
 They have solid customer loyalty.
 Their brand Image & brand power.
 They possess a historical and cultural connection.
 New stylish packaging with an iconic appeal.
 They have a huge customer share in the market.

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 They offer high-quality whiskey.
Weaknesses –
 Alcohol is considered as bad for health, so the product has a strong negative trait.
 Weak advertising approaches and very less utilization of social media platform.
 The product is mainly targeted to men.
 Restricting some of the laws.
Opportunities –
 With the utilization of John Jameson as the brand symbol in the advertising
approaches, the chances of attracting more customers are very high.
 Elaborating and utilizing social media platforms like Facebook, Twitter, and
Instagram.
 New targeting strategies, also include women.
 The organization’s reputation of achieving the award for the best whiskey every year.
Threats –
 The emergence of blended and flavored whiskey.
 The low-cost whiskey offered by numerous competitors.
 The high-end liquor options are available in the market.
 Beer, margaritas, breezers, wine and other mixed drinks available in the market.
 The domestic brands in Ireland – Jack Daniels, Jim Beam, and others, which are also
available in the international market.

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PESTLE Analysis
Political – The Jameson Irish Whiskey organization has to function according to the political
climate of different countries. There are places which have a very uncertain political climate,
which affects the functioning of the organization.
Economic – With the evolving time, the taxes on alcohol are increasing which affects the
purchasing power of the customer and therefore affects the organization.
Social – All the alcohol are considered not good for health and society, and there is a large
section of people who seriously believe this. Thus, this negative approach to the product
affects its demand.
Technological – the Jameson Irish Whiskey does not actively use the latest technology,
which is very effective for implementing marketing practices. Therefore, the organization
lacks behind in comparison to the competitors’ approaches.
Legal – the organization Jameson Irish Whiskey is governed by the local and international
laws for alcohol. The organization distributes its product all over the world and thus, have to
work according to the laws of different countries for alcohol. Thus, a slight change in the
laws or any new addition to the alcohol laws will affect the functioning of the organization.
Environmental – Alcohol is also not considered good for the environment as it is the reason
behind major accidents. This also affects the purchasing decision of the customers.
Marketing Strategy
Positioning
For the organization, Jameson Irish Whiskey, it is crucial that it positions its products by
highlighting the different attributes of the organization, to attain competitive advantage. Thus,
it is crucial that the organization adapts the following strategies –