The Jameson brand is a reflection of “over 200 years of courage, craft and a collective appreciation for taste”. Inspired by their ethos, we set out to convey these values through an immersive, overnight experience that took 18 of Alberta’s most skilled and engaged bartenders into the wilderness near Bragg Creek for 24 hours of adventure, exploration, celebration and discovery.

We secured an inspiring venue, arranged travel, and curated a series of bespoke workshops to showcase local ingredients, flavours, and knowledge alongside a preview of Jameson’s latest product offerings. Guests were introduced to edible plants and medicinal herbs on a guided nature walk, created their own cocktail bitters, put the finishing touches on custom leather bar belts, and roasted coffee over an open fire. A local chef catered a beautiful family-style dinner. Live music and fire performances punctuated the evening. Jameson products were integrated seamlessly into the experience at every step to give their desired audience an unforgettable taste of the brand.