The Works: Jameson creates online collaborative platform for craftsmen

Dublin – Irish whiskey brand Jameson has launched The Jameson Works, an online platform that invites craftsmen to share their stories and production methods.

The initiative provides a space for craftsmen across a range of disciplines, including film, music, photography and food, to share their passion and skill for great craft work on a Pinterest-style board. As well as sharing their stories, tailors, musicians and designers alike can also apply for funding support via The Jameson Works bursary scheme.

In the first project British Indie rock band Wild Beasts has teamed up with young Parisian illustrator and animator Mattis Dovier for a GIF-novel visual accompaniment to the band’s two unreleased tracks, Soft Future and Blood Knowledge.

Read our macrotrend The Re-con Man for an insight into Jameson’s target demographic, who are confident, collaborative, and more discriminating in the lifestyle brands they buy into as they look for authenticity and craftsmanship.