Bars to celebrate Jack’s Birthday with parties and promotions

Jack Daniel's whiskey

Bacardi Brown-Forman Brands is planning a raft of activities in the on-trade for Jack Daniel’s whiskey as part of its annual celebration of Jack’s Birthday.

The brand has partnered with key bars and pubs to deliver activities throughout September, including VIP parties and exclusive Birthday gigs in outlets.

They will also feature price promotions, sampling of Jack Daniel’s Tennessee Honey to staff and other tools to increase visibility of the brand and help drive footfall.

It is supporting the activities with semi-permanent point-of-sale materials from Optics and bar runners to celebratory posters with bespoke drink offers, linked to a consumer promotion running on

Promotional lanyards will be given to consumers with each purchase of a Jack Daniel’s serve (while stocks last), directing them to register their pass online for the chance to win one of thousands of prizes every day in September.

The incentives range from a trip for two to the Jack Daniel distillery in Lynchburg, Tennessee to gig tickets, branded merchandise and secret deals.

The campaign, under the banner of “Jack’s Birthday: Your Party”, is based on the idea that Jack Daniel was born some time in September but the exact date has been lost to history. It also includes digital and PR activity, out-of-home print advertising and an up-weighted social media campaign.

Crispin Stephens, trade marketing manager at Jack Daniel’s, said: “Now into its 15th year, the Birthday campaign has become hugely compelling to both the trade and consumers.

“Ensuring that the iconic revelries continue to remain relevant and appealing to the brand’s target market, the on-trade promotions are now linked to a digital promotion which offers consumers money-can’t-buy prizes whilst the VIP parties provide new experiences which 18-to-24s continually look to seek out.

“Both activities in combination with the above-the-line advertising, PR and social media campaign will ultimately help drive footfall and sales ahead of the Christmas trading period for publicans and bar owners.”
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