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Jack Daniel’s targets UK on-trade with new campaign

Jack Daniel’s is partnering with 6,000 on-trade venues this summer as part of its new Taste of Tennessee campaign to drive awareness of the brand in the UK.

Jack Daniel’s will host pop-ups in London, Birmingham and Glasgow as part of the campaign

Activations will take place at select on-trade venues, with bars and restaurants running offers for consumers on Tennessee-inspired food and Jack Daniel’s drinks, including cocktail and mixer upgrades, food promotions and merchandise giveaways.

Jack Daniel’s will also unveil a pop-up consumer experience in London, Birmingham and Glasgow, inspired by the bars and honky-tonks of Tennessee.

In addition, Jack Daniel’s will roll out competition ‘text to win’ kits. Consumers who purchase a Jack Daniel’s cocktail will receive a ‘Greetings from Tennessee’ postcard and scratch for the chance to win one of three trips to the Tennessee distillery among many other prizes, such as t-shirts and trucker caps.

“We’re looking forward to launching a campaign which is truly through the line, demonstrating that Jack Daniel’s Tennessee Whiskey is enjoyed in every place, but made in one,” said Ffion Fitzgerald, marketing manager, Jack Daniel’s UK.

“Through the Taste of Tennessee campaign we hope to excite our trade partners and drive more customers through their doors with offers and activities that are unmistakably Jack Daniel’s.

“It will also enable us to educate consumers on how Jack Daniel’s Tennessee Whiskey can be enjoyed, whether in one of our signature serves or paired with delicious BBQ food, whilst also communicating the rich history of the brand which spans more than 150 years.”

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