Irish whiskey Jameson is to mount its first TV campaign in seven years to capitalise on shoppers’ booming interest in imported tipples.

Owner Pernod Ricard has splashed out £1.2m on the ad, which features a warehouse robbery in which the criminals ignore a swathe of valuable goods to steal crates of Jameson. In a bar later on, they drink the whiskey and come to understand the rationale behind the crime.

It will hit screens on 6 September and run for four weeks, accompanied by print ads in Metro. Teaser clips will appear on social media.

It comes on the back of booming sales for Jameson, which has added £6.5 3 m (20.7 1%) to its value over the past 12 months, which reached £38m [Nielsen 52 w/e 14 July 2018].

Jameson was “going from strength to strength”, said Pernod Ricard head of marketing Adam Boita. “This campaign enables us to continue to recruit a younger consumer to enjoy Irish whiskey.”

Pernod Ricard has announced plans to ramp up its marketing spend for its premium brands by 50% in the run up to Christmas, splashing out on individual campaigns for Jameson, Absolut, Plymouth Gin and Beefeater Pink.