Jack Daniel’s declares ‘Jack Friday’ in UK

Brown-Forman’s Jack Daniel’s brand is linking up with UK on-trade partners for a ‘Jack Friday’ initiative, set to run from the August bank holiday weekend and throughout September.

Jack Daniel’s is hoping the Jack Friday initiative will appeal to its millennial audience.

The campaign incorporates food and drink-led promotions and experiential activities as the brand seeks to appeal to a millennial audience.

Over 9,000 independent and managed operators across the UK are taking part in the initiative, including Stonegate, iNTERTAIN, Deltic, Be@One and Glendola. Participating outlets will receive a range of Jack Friday-branded materials including glassware, bar rails, posters and t-shirts.

50 Stonegate venues will host live music events, while iNTERTAIN is set to hold Jack Friday-sponsored barbecues. Other operator activities include app-based promotions, food and drink offers and branded parties.

“The opportunity for American whiskeys in the UK has never been stronger and as the category leader, Jack Daniel’s needs to lead by example through innovative and engaging marketing to drive this growth,” said Crispin Stephens, head of commercial planning and activation at Bacardi Brown-Forman Brands.

“Jack Friday is going to be a great showcase for the brand and we’re delighted so many of our on trade customers are getting involved. With the current Americana trend continuing in the UK’s food and drink scene, we’re confident that Jack Friday will be a great success for all involved.”

The Jack Friday name comes from a distillery tradition where workers receive a bottle of Jack Daniel’s Old No. 7 on the first Friday of each month as a thank you for their work.

According to Nielsen figures, the American whisky category is currently growing at +6.6% in the UK and is worth over £613 million.