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The UK division of Pernod Ricard is set to release the first television advert for Jameson in the country for seven years.

The new Jameson ad, which airs next week, is the first for the brand in the UK for seven years

The new Jameson ad, which airs next week, is the first for the brand in the UK for seven years

The 40-second ad, designed to "recruit a younger generation of whiskey drinkers", will air next week and then runs in the country for four weeks. The division said it is spending GBP1.2m (US$1.5m) on the push, with six-second teaser clips set to appear on social media and online video channels in the run-up to the launch.

Pernod Ricard UK will back the ad with print advertising beyond the GBP1.2m spend.

"This campaign enables us to continue to recruit a younger consumer to enjoy Irish whiskey," said Adam Boita, head of marketing at the UK unit. "We want to drive further awareness of the Jameson brand identity … and we believe the true story element and cinematic style will engage our target audience."

Jameson continued its long-running growth rate in fiscal-2018. Results released yesterday showed the brand posted a year-on-year volumes jump globally of 14%.

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