The Drinks Business: Jameson Bow St. named top distillery tour

The brand home received the accolade at this year’s World Travel Awards, which due to the current climate, were presented virtually.

The awards celebrate and recognise the top performers in the field of global travel and tourism. Jameson owner Irish Distillers said the win “further strengthens Bow St.’s position as a leader in tourism globally”.

This year, the Irish whiskey brand fought off competition from Scotch distiller The Macallan, Hennessy Cognac, Tennessee whiskey Jack Daniel’s and Tequila label Jose Cuervo. Bow St. was crowned the winner of Europe’s Leading Distillery Tour earlier in November, meaning it then went head-to-head with the winners of the WTA’s six other regional ceremonies, eventually proving victorious.

Greg Hughes, managing director, Jameson Brand Homes at Irish Distillers said: “We are extremely honoured to be awarded this very special accolade, which is voted for by travel and tourism professionals, and consumers worldwide. To win three years in a row is incredible and, given the impact of the Covid-19 pandemic, and the disruption that the travel and tourism industries have faced globally, this acknowledgement is particularly special this year.”

“The award honours and recognises our commitment to excellence at the spiritual home of Jameson and is an acknowledgement of the incredible work of our team at Bow St., who provide every visitor with an unforgettable and unique experience – in-person, and now, virtually. I would like to take this opportunity to thank them for their continued passion, dedication, hard-work and creativity, especially as we navigate these more difficult times together, as a team.”

On 1 December Ireland came out of a six-week lockdown, which had meant in-person tours at Jameson’s Dublin site were suspended. In line with government guidelines, the whiskey brand is offering a range of interactive, fun and immersive virtual experiences for cans, from cocktail making classes to whiskey tastings perfect for teambuilding or Christmas parties. The brand also has a virtual distillery tour available online.