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Jack Daniel’s returns to UK with JD Roots

Jack Daniel’s is returning its JD Roots series of music festivals to the UK for the second time this year with a series of exclusive gigs in Edinburgh, London and Manchester this October.

The JD Roots campaign is designed to underline Jack Daniels’ alliance with music

The three-day festival returns after a stint in May that featured a run of intimate gigs around the UK, as well as a nationwide search for Britain’s Best Small Venue.

Kicking off at Edinburgh’s Picture House on 23 October with a headline act from Swim Deep, JD Roots will move around the country taking in Garage in London on 24 October with TOY! performing, and ending in Manchester at the Ritz on 25 October with and act by CITIZENS!.

To support the return of JD Roots, Bacardi Brown-Forman Brands has launched a marketing campaign including outdoor, online, print and radio advertising, as well as a Legends TV commercial designed to raise awareness of the brand’s alignment with music, which features clips of Frank Sinatra, Freddie King and Joey Ramone.

Crispin Stephens, marketing manager for American Whiskey at Bacardi Brown-Forman Brands, said: “JD Roots is set to pay homage to the importance of home and we’re thrilled to continue the brand’s credible association with live music again this year by partnering with top artists and continuing our relationship with small music venues across the country.

“We’re in no doubt that the JD Roots campaign will continue to engage existing fans of the brand as well as recruit new ones, driving sales for the trade.”

Jack Daniels’ brand alignment with music is further amplified in the UK this autumn with the UK release of Jack Daniel’s Sinatra Select, a special edition released to commemorate the upcoming 100th birthday of Frank Sinatra, a renowned fan of Jack Daniel’s.

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