Beneath the golden skyline and electric urban energy of Braamfontein, Jameson Select Reserve hosted an intimate, sensory gathering that brought together Johannesburg’s diverse creative communities – spanning music, fashion, food, and culture – for the latest edition of Connects Selects
Built on Jameson’s ethos of “Asiye!”; a collective call to move, create, and share together, the evening was designed as a living ode to Joburg’s restless cultural spirit. The event unfolded as an immersive journey where craftsmanship, culinary artistry, and sound collided to foster genuine connection.
From speakeasy to shared feast
The experience began in a hidden, candle-lit speakeasy setting, where guests were introduced to the rich, smooth character of Jameson Select Reserve – a triple-distilled, double-charred Irish whiskey known for its deep notes of toasted wood, spice, and vanilla.
From the speakeasy, guests transitioned into a communal dining space designed to strip away formality. With unassigned seating and family-style shared platters, the meal encouraged spontaneous conversation between strangers, turning artists, designers, musicians, and tastemakers into dinner companions.
Every course, curated by local culinary artisans, was paired with a bespoke musical set –tracing the rhythmic evolution of Johannesburg’s urban sound, from soulful afro-jazz and high-energy house to contemporary kwaito and amapiano.
“Johannesburg is a city defined by its collective energy and the creative people who shape it,” says Tee Naidoo, Marketing Activation Manager Jameson. With Connects Selects we wanted to create a space where creative minds could come together, share a meal, exchange ideas, and toast to the spirit of ‘Asiye!’ over a glass of Jameson Select Reserve.”
An interactive finale
The evening culminated in a collective “Asiye!” toast, celebrating the shared stories and new friendships forged around the table. Before the night transitioned into late-night conversation, guests were invited to participate in an interactive mixology finale—collaborating with expert bartenders to craft a custom, signature Jameson Select Reserve cocktail using local botanical garnishes and house-made infusions.
By placing community, collaboration, and South African craftsmanship at the center of the experience, the Jameson Select Reserve Connects Selects dinner proved that the most memorable connections are forged when people gather around a shared table.