Jack Daniel’s to push Tennessee Honey in UK

Jack Daniel’s is aiming to further push sales of its million case selling Tennessee Honey variant in UK bars through a new summer campaign.

Jack Daniel’s has launched a new summer marketing campaign for its Tennessee Honey variant in the UK

The Bacardi Brown-Forman owned brand has launched a new marketing campaign across TV, print, cinema and out-of-home advertising.

The “Chilled” campaign will see the return of its “King Bee” advert in cinemas and continued advertising in the London Underground.

Jack Daniel’s Tennessee Honey “Beekeepers” will also run sampling events targeted towards 18 to 24-year-olds at key cities across the country.

Publican and bar owners will also be offered a range of materials suggesting ideal serves for the spirit as well as branded bar items such as a beehive ice bucket and beehive freezers.

“Jack Daniel’s Tennessee Honey has surpassed all expectations, recruiting new drinkers and driving fresh interest and sales, said Crispin Stephens, trade marketing manager for Jack Daniel’s.

“However, distribution is still only at 15% in the on-trade so there is a huge opportunity to drive further category growth and recruit new consumers into the Jack Daniel’s trademark.”

Jack Daniel’s Tennessee Honey, now worth £50 million, was revealed to be the first flavoured whiskey to reach sales of one million cases, boosting Brown-Forman’s annual sales for 2013/14.