Jameson Showcase | Belfast Whiskey Week 2021 Review

There are names in Irish whiskey that need no introduction, and Jameson is perhaps the finest example of that truth. At Belfast Whiskey Week 2021, Session 28 brought the world's best-selling Irish whiskey to the festival in fine style — a dedicated Showcase tasting that placed six carefully chosen 50ml samples in the hands of whiskey lovers across the island of Ireland and far beyond.

Filed: 27 Jul 2021
By: Belfast Whiskey Week
Read: 3 min
Ref: BWW/21/324

About This Event

This tasting includes 6 x 50ml Samples and will take place on the 27th @ 12:00.

For those in the USA, Australia, Sweden, Europe, the Republic of Ireland or Northern Ireland, you will be able to save on delivery costs by having your package to sent to a localised depot for collection. You will be charged a small fee upon collection, but the cost will be much cheaper than having packs delivered to individual addresses. If you would like to avail of this option, please make a note in the Special Instructions box, and we will contact you at a later date to arrange this and refund your delivery charges.

Looking Back

Held on the 27th of July 2021, this Showcase session carried the particular warmth of a gathering built around shared discovery rather than instruction. Jameson doesn't ask you to come to it — it meets you where you are. For many attendees, this was the whiskey that first opened the door to uisce beatha; for others, it was a chance to revisit a familiar dram with fresh eyes and proper context. Either way, there was something quietly powerful about sitting down with six expressions from a distillery whose story is woven into the very duchas of Irish whiskey culture.

The format — six 50ml samples delivered to the door — suited Jameson's democratic spirit perfectly. Whether participants were joining from Belfast, Dublin, Sydney or Stockholm, the tasting pack arrived as a ready-made séance with the spirit of Midleton. The guided Showcase structure gave enough direction to anchor the session without talking over the whiskey itself. Triple-distilled, consistently smooth, endlessly approachable — Jameson is the brand that introduced more people to Irish whiskey than anything else before or since, and evenings like this one illustrated precisely why that reputation endures.

Jameson's presence at BWW 2021 extended well beyond this session. The brand brought its energy to a Neighbourhood Cafe Takeover at Crooked Mile Tattoo and a signature experience at Tribal Burger — bringing the festival spirit into the city's streets and making the whole week feel connected and alive. That kind of investment in the tír, in the place itself, is something the festival has always valued. If you're curious about what else Jameson has brought to the BWW table over the years, you can explore the full Jameson collection on the festival store.

For those who wanted to range more widely across the island's whiskey landscape that week, the programme offered rich pickings on all sides. The Sexton Deconstruction Showcase offered a fascinating counterpoint — a younger, more maverick Irish single malt finding its footing — while the Bushmills sessions brought the weight of Ulster's own whiskey heritage to bear, from introductory pours to full MasterClass depth. It was that breadth that made BWW 2021 feel like a proper festival rather than a catalogue of tastings. You can trace the full shape of the Irish whiskey world through events like these on our Whiskey Map.

Looking back, the Jameson Showcase was exactly what a good festival session should be: generous, grounded, and genuinely enjoyable. No pretension, no gatekeeping — just good whiskey, good company at a distance, and the particular pleasure of raising a glass together across the sheugh and beyond. Sláinte mhaith.