Jameson Pours Out Tall Tale

To Lure Younger Drinkers, Whiskey Uses Shot of Invention to Stress Its Irish Roots

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BY CHRISTINA PASSARIELLO AND MAX COLCHESTER

Irish whiskey brand Jameson wants its "history" to be a laughing matter.

A new television commercial, scheduled to start airing in the U.S. late this month, depicts Jameson founder John Jameson saving his distillery from a huge fire by single-handedly busting a dam and flooding 18th-century Dublin.

The spot is meant as a humorous reminder of Jameson's Irish heritage. At the end, Dubliners congratulate Mr. Jameson for rescuing the distillery despite the harm done to their homes and their city.

"If you can root the brand in truth and authentic ideas, I think consumers are looking for that kind of ...

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