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UK campaign launched for Jack Daniel's

Bacardi Brown-Forman has activated a new campaign for its Jack Daniel's brand in the UK. The campaign, Find your Taste of Tennessee, will work with more than 6,000 on-trade venues, with the aim of driving awareness of the brand's versatility and authenticity.

As part of the activity, 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 distillery in Tennessee among many other prizes, such as t-shirts and trucker caps.

In addition to this, bespoke activations will take place at select on-trade partner 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 Jack Daniel’s Tennessee Whiskey merchandise giveaways.

Jack Daniel’s will also bring Tennessee to the UK through The Meeting Place, a pop-up consumer experience inspired by the bustling bars of Tennessee, which will take place in London, Birmingham and Glasgow. Consumers can win a place at the experience by purchasing a Jack Daniel’s drink at on-trade partners such as London Cocktail Club, Birmingham’s Gas Street Social and Lebowskis in Glasgow’s West End, and filling out a Jack Daniel’s postcard to send through a Tennessee style mailbox. The on-trade partners will also be creating bespoke cocktails with Jack Daniel’s Tennessee Whiskey for consumers to enjoy at the event.

Ffion Fitzgerald, marketing manager, Jack Daniel’s UK, commented: “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. 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.”

22 August 2017 - Sam Coyne The Drinks Report, news editor