There are very few people who enjoy their scotch, and coming across someone who appreciates scotch is few and far between. I believe that the Jameson scotch brand has certainly realized that they have a very small market segment. In particular, they predominantly consist of older, wealthier males; but that is not to exclude females. Personally, I know few women who drink scotch, but there is a market. The market perception of scotch is, as portrayed in this commercial, that it is a rugged man’s drink. Branding their product around this ideal, the Jameson scotch brand has built a very loyal and profitable market segment.