In high-energy venues, capturing consumer attention is key, especially in the competitive liquor space. For whiskey drinkers, a premium, exclusive table service is essential—traditional ice buckets and sparklers simply don’t convey the luxury experience expected.

The Challenge

To elevate Jameson’s in-venue presence, Pernod Ricard partnered with Rocketfuel to design a parade unit that would stand out and redefine the whiskey serving experience with an air of sophistication.

Rocketfuel’s Approach

Rocketfuel’s design team explored a series of serving ritual concepts through detailed concept boards, each emphasising exclusivity and luxury. The chosen concept was refined through multiple rounds of prototyping and testing, ensuring every element aligned with the ultra-premium whiskey experience.

Design Enhancements

• Functionality: The parade unit was meticulously crafted to make the serving experience interactive, allowing the custodian to reach, hold, and turn the bottle, captivating both friends and nearby patrons.
• User Centered Design: Designed with high-energy environments in mind, the unit offers an engaging presentation that enhances social interactions.
• Materials & Manufacturing: Premium materials were chosen for durability and luxury, achieving a visually stunning effect that pairs with Jameson’s high-end brand positioning.
• Innovation: An illuminated bottle glorifier at the heart of the design ensures Jameson commands attention as promoters parade it from the bar to the table.

Results

The result is a truly luxurious serving ritual that delights both the custodian and onlookers, securing Jameson’s place as a standout choice in vibrant, competitive venues.