Jameson uses the slogan “Sine Metu,” meaning “without fear.”
The Latin phrase comes from the Jameson family coat of arms and has been used by the brand as a long-standing motto. John Jameson established the Bow Street distillery in Dublin in 1780, and the business later became one of Ireland’s best-known whiskey producers.
Jameson is an Irish blended whiskey. Its components include pot still whiskey and grain whiskey, and the brand is associated with triple distillation, a common feature of many Irish whiskeys, although Irish whiskey as a legal category does not require every product to be triple distilled.
The motto is sometimes mistaken for a description of flavour or proof. It is a family heraldic phrase, not a technical production term. Jameson production moved from Dublin to the Midleton distillery in County Cork in the 1970s, while the historic Bow Street site became a visitor attraction.