Must be a Jameson. Authentic friendships are forged at Electric Castle

Newsroom Creativity, Events, Marketing

This summer, Jameson returns to Electric Castle with its relaxed, friendly, and authentic vibe. Under the concept “Must be a Jameson,” the Irish brand brings moments to the festival that can be fully enjoyed with friends, with good music and unique cocktails.

From July 16 to 20, at the Bánffy estate in Bonțida, festival-goers are invited to step into the Jameson universe: an interactive area where fun and creativity go hand in hand, styles are freely expressed, and authenticity is the coolest accessory.

With specially designed menus, dedicated merchandise, and creative activations, Jameson brings the Irish spirit to consumers everywhere it is present: in bartending communities, in HoReCa, and, of course, at festivals—alongside George Foca, the new Jameson Brand Ambassador in Romania.

Jameson Distillery on Tour returns to Bonțida with an immersive experience that brings the story of the Bow Street distillery to Electric Castle. Visitors will be able to discover the production process of the best-selling Irish whiskey, explore the Jameson range, and understand what “triple distilled, twice as smooth” really means.

What’s more, Jameson has also prepared two workshops organized together with Octavian Graure, designed as a creative approach to authenticity in a world that tries to put you in a box. Here, participants will be able to personalize their festival accessories, transforming them into visible expressions of their own identity—where there is no “too much” or “too different”—there is only you.

“This year, the Jameson space at Electric Castle becomes an area dedicated to celebrating individuality and the way in which, although we are different, we remain together through what unites us: authentic moments, lived with real people. Under the umbrella of Must be a Jameson, we have created a space open to connection, fun, and authenticity, where everyone is welcome,” says Ștefan Tache, Whisky Category Brand Manager.

In the run-up to Electric Castle, Jameson, together with George Foca – Jameson Romania Brand Ambassador – brought the festival energy closer to consumers through a series of activations united under the concept “Must be a Jameson @ Bonțida Takeovers.” The experience recreated the specific Jameson atmosphere from the festival in 16 HoReCa locations across the country and offered participants a first taste of the complete experience that awaits them in Bonțida, starting July 16.

Jameson is the best-selling Irish whiskey in the world. Produced at the Midleton distillery in County Cork from malted and unmalted Irish barley, Jameson’s blended whiskeys are distilled three times, resulting in exceptional smoothness. The brand has been part of the Pernod Group since 1988 and continues to expand its popular range to offer new taste experiences. Jameson Irish Whiskey is a blended Irish whiskey made from the finest ingredients, triple distilled, a process that gives it its iconic taste. The whiskey is aged in oak barrels for a minimum of 4 years and can be enjoyed as desired, together with friends. Triple distilled, twice as smooth, unique.