Nelson helped popularize the drink, going as far as compelling several pubs to stock the brand because the gang, dubbed â€œThe Jameson Crewâ€, bought it by the bottle wherever they ended up. The Crew began to host unofficial Jameson parties, helping to grow a substantial fan base for the brand through various social media platforms.
Thatâ€™s when Pernod Ricard, Jameson Whiskey owners, decided to make things official. In 2011, after an intensive Jameson Graduate Program training course, Nelson was appointed brand ambassador to the greater East Africa and Indian Ocean islands (Mauritius, Seychelles and Reunion). He is now the face of the brand in the aforementioned regions. Nelson adds, â€œI carry out whiskey tasting events and mentoring sessions to our target consumers and trade partners.
I help plan, strategize and initiate marketing opportunities as well represent the brand in high profile events in the region, both formal and social.â€ This has opened exciting new doors for Nelson. â€œI have made so many friends in all sorts of capacities, from heads of states to business moguls to celebrities. I am representing a whiskey that I really love!â€ he enthuses.
Being a whiskey aficionado, Nelson likes to taste different brands from time to time to understand the processes involved in producing these whiskeys that are great in their own right. However his favourite â€œpoisonâ€ remains Jameson, especially the 18 Year Old, closely followed by the Select reserve. He says, â€œOn a long hot day Iâ€™ll take a â€œThe Perfect Serveâ€ cocktail and when Iâ€™m out, I love Jameson on the rocks with a dash of water to open up the flavours.â€