We redefined Jameson’s cultural relevance in music by creating Distilled Sounds, a global platform celebrating connection and collaboration through genre-defying music. We signed Grammy-winning artist Anderson .Paak as our first ‘Music Distiller’ and the campaign united 20 global artists from regions including India, South Africa, and the USA to create unique musical blends. Centred at the Jameson Sound Distillery in Ireland, artists participated in jam sessions, workshops, and performances, enriched by partnerships with Fender, High Snobiety, and NTS. To launch the platform we created a comedic short featuring Anderson .Paak and his alter ego, DJ Pee Wee. Activated in 32 markets, Distilled Sounds secured global media coverage and reinforced Jameson’s role as a powerful connector of people, cultures, and sounds.