Where old-school games meet whiskey nights in BGC

Whiskey season just got louder, smoother, and a whole lot more fun in BGC as Jameson Distillery On Tour 2025 makes its return, and this year, it’s bigger than ever.

The moment I stepped onto 9th Avenue in Bonifacio High Street, I immediately felt what Jameson meant when they said “On Tour.” It wasn’t just a pop-up; it was a full-blown whiskey village, games, music, ice cream (yes, whiskey ice cream), and an entire outdoor playground packed with people looking for a good night out.

Running until 14 December, the Irish brand brings back its annual crowd-drawer with more booths, more activities, and an even stronger appreciation for Filipino talent. Now on its fourth year in Manila, Jameson Distillery On Tour offers a fully guided 30-minute whiskey tasting that walks guests through the brand’s triple-distilled heritage, smooth, crisp, warm, and everything whiskey lovers want to hear and sip.

But the real surprise was everything happening outside the tasting room. Giant Jenga towers crashed every few minutes, friends cheered over foosball victories, guests painted Jameson barrels as if they were at an art fair, and early birds scored a free scoop of Jameson-flavored ice cream, something I didn’t know I needed until I tried it.

And just when the night felt full, the music took over.

This year marks the launch of Jameson Distilled Sounds, the brand’s first-ever talent search for the next big OPM act. Ten finalists, Nin, Rachel, Renata's Rain, Isay, Saint Cooper, Ezra, Jeremy, Angel, Lorenzo, and Abo Cen, are taking turns owning the Jameson stage every weekend. A music competition inside a whiskey festival isn’t something you see every day, but it works.

“Jameson Distillery on Tour is an invitation to experience the heart of our brand: smooth whiskey, shared moments, and the magnetic energy of music,” said Anthony Atayde, head of marketing for Pernod Ricard Philippines & Indonesia. True enough, between the drinks, the performances, and the crowd, the whole place felt like a community created overnight.

Whether you’re here for the whiskey, the games, or to spot the next breakout name in OPM, Jameson Distillery On Tour 2025 is the kind of night out that just keeps offering more. And like every sip of Black Barrel, Jameson brings its own brand of smooth — a mix of good music, good drinks, and good company.