Pop music has been good to beverage alcohol. Cognac, champagne and even trendy moscato wine almost deserve to be invoiced for their myriad plugs in rap lyrics. Now it’s Irish whiskey’s turn.
The light-bodied brown spirit has the cheerful disposition of a St. Paddy’s Day reveller on the move from pub to club. Usually unencumbered by the smoky peat of most Scotch and completely absent the heavily charred wood character of full-bodied American bourbon, it’s as easy-drinking as whisky gets, tailor-made for younger drinkers.
And now it’s officially hip, thanks to two lucky charms in the form of music’s most sensational stars, Lady Gaga and Rihanna.
Rarely far from a bottle of her beloved Jameson, 25-year-old American singer Lady Gaga has been flaunting her brand preference as conspicuously as her overexposed underwear. “My long-time boyfriend,” she said of Jameson while dedicating a song to the whisky at a concert in Dublin two years ago, he’s “always there for me when I need him.” Her peer at the top of the charts, 24-year-old Barbados-born Rihanna, offered this rousing tribute in Cheers (Drink to That), a catchy party-drinking song released two years ago: “Cheers to the freakin’ weekend/ I drink to that, yeah, yeah/ Oh, let the Jameson sink in/ I drink to that, yeah, yeah.”
Jameson distiller and brand ambassador Brian Nation has been drinking to that freakin’ good fortune, no doubt, reportedly referring to the publicity windfall as something “you can’t pay for.”