Jameson HOSTS is the hallmark event of Jameson Irish Whiskey, a storied brand renowned for its rich heritage and exceptional craftsmanship. Each year, Jameson HOSTS brings together the global bar community to celebrate and elevate their craft. This distinguished gathering serves as a vibrant platform where members can connect, learn, and grow.
The event features a diverse roster of visionary speakers, meticulously curated in collaboration with the acclaimed Remy Savage. Attendees are treated to a series of thought-provoking talks and hands-on workshops that explore every facet of the bar world—from the intricate details behind the counter to the broader trends shaping the industry.
True to Jameson’s legacy, HOSTS immerses participants in the best of Irish culture and hospitality, offering a genuine taste of the warmth and tradition that define the brand. Starting off the experience at the sprawling Castlemartyr Resort and carrying on through the Midleton Distillery and then on to Dublin to visit the Jameson experience centre, the whole week is curated with the utmost care and attention to detail. This annual celebration not only showcases the finest in whiskey craftsmanship but also fosters a global community brought together by a shared passion for the art of bartending.
But this is not just another brand experience. HOSTS is unique in more ways than one, making it one of the most remarkable and relevant brand led community events of our time. We take you through three things we observed that we firmly believe should form the DNA of any community event with the right intention.
Experience is key: There are distillery visits and then there are distillery visits with Jameson. Founded in 1825, the Midleton distillery, located in the very scenic county of Cork, is spread across 400 acres, making it one of the largest whiskey distilleries in Ireland. But what is special about it is how the brand integrates a generous amount of technology into the experience. From state of the art audio-visual facilities for visitors, to the use of virtual and augmented reality to enhance guest experience, as well as advanced digital tasting rooms where guests can interact with virtual guides who explain the nuances of different whiskey flavours and profiles, enhancing the tasting experience with real-time feedback. This sophisticated use of tech is continued in Jameson’s Bow Street brand home in Dublin. Without going overboard in their use of tech, the brand manages to enhance the experience and deliver key information in the most concise and engaging manner.
Beyond the tech integration, one of the key highlights of the Jameson HOSTS experience this year was being able to see Master Cooper Ger Buckley break down the process of cask cooperage and walk the audience through toasting, charring, maintenance, etc. Ger Buckley is a key figure in maintaining the high quality and distinctive characteristics of Jameson’s whiskey through his work with barrel-making and maintenance, and listening to him explain the process and demonstrate aspects of it for a live audience was a once-in-a-lifetime experience for many.
Less is more: The Jameson HOSTS summit has a clear objective – to deliver knowledge and help people grow. And they have understood that in order to achieve this, it is critical to employ restraint on activities and be selective with programming. The days were structured in a way that allowed attendees to enjoy the country and culture alongside meaningful opportunities to learn and connect with each other and key industry figures from across the world. This is not always the case at such events, which tend to be packed with activities and leave little to no time for anyone to forge connections, which feels counter productive more often than not.
The main seminar and workshop day followed a similar strategy, keeping talks and workshops to a manageable number so there was no fatigue or loss of interest from one session to the next. The sessions were engaging, impactful, and structured in a concise and meaningful way.
Knowledge is power: The programming for Jameson HOSTS talks and workshops is curated in collaboration with Remy Savage. Each year, leading industry figures are invited to share their valuable insights and experiences, fostering a dynamic exchange of ideas throughout the day. This year’s lineup featured Sean Finter, who discussed the art of mastering hospitality; Beckaly Franks and Ezra Star, who detailed their experiences with opening and running award-winning bars; and Barney O’Kane, who talked about his passion for the farm-to-bar movement and building essential community relationships. We believe the essence of a successful seminar lies in delivering meaningful learning. The days of enduring lengthy monologues about personal careers without practical takeaways are over. A seminar should be about sharing actionable strategies, not showcasing a resume—LinkedIn can handle that.
The workshops at HOSTS effectively achieved their objectives. The series began with an engaging session led by perfumer Alexandra Mettetal and bar owner Hadrien Moudouland, who explored the fascinating concept of olfactory mixology. They used language and theories from the fragrance industry to break down the elements of Jameson Black Barrel, demonstrating how these concepts could be applied to cocktail creation. From this exercise, they identified key ingredients like vanilla and olive, which were then passed on to Remy and Maria for the next phase of the workshops.
In the subsequent session, Remy Savage and Maria Kontorravdis delved into the genealogy of a drink, discussing the methodology and terminology relevant to beverage exploration. They distinguished between taste and aroma using insights gained from the earlier exploration of vanilla and olives. Focusing on lime juice as a central ingredient, they experimented with distillates and acid blends, ultimately creating a natural aromatic base for Jameson Black Barrel.
The final workshop by Julie and Giovanni from the SETE Atelier/Garnish Lab, gave participants an in depth look at creative garnishes and cocktail photography, an integral yet often overlooked aspect of bar programmes. This nicely completed the journey of drink creation from research, to creative development, and its final presentation.
The Jameson HOSTS Summit is one that we would rank extremely high in our books for delivering a high impact experience to young bartenders. It is an event that goes beyond the brand and beyond the books in every possible way.
We can’t wait to see what they have in store for next year.
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