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 already felt what Jameson meant when they said “On Tour.” It wasn’t just a pop-up; it was a full-blown whiskey village. Think games, music, ice cream (yes, whiskey ice cream) and a whole outdoor playground filled with people looking for a good night out.
Running only until 14 December, the Irish brand brings back its annual crowd-drawer with more booths, more activities and an even stronger affection for Filipino talent. Now on its fourth year in Manila, Jameson Distillery On Tour offers a fully guided 30-minute whiskey tasting that walks you through the brand’s triple-distilled heritage. Smooth, crisp, warm, all the things whiskey lovers want to hear and sip.
But the real surprise was everything happening outside the tasting room. Giant Jenga towers crashing every few minutes, friends yelling over foosball wins, guests painting Jameson barrels like they were at an art fair, and the early birds each scoring 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 scene 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? Not 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 big name in OPM, Jameson Distillery On Tour 2025 is the kind of night out that just keeps offering more. And like every sip of the Black Barrel variant, Jameson brings its own brand of smooth, a mix of good music, good drinks and good company.