More than 6,000 bars, pubs, restaurants and clubs are taking part in a promotional campaign to drive awareness of the authenticity and versatility of Jack Daniel’s Tennessee Whiskey.
They are running activities for a campaign that invites consumers in the UK to “Find your Taste of Tennessee” this summer, whether it is a whiskey cocktail or a drink paired with barbecue food.
It features a “text to win” competition where consumers who buy a Jack Daniel’s cocktail receive a “Greetings from Tennessee” postcard and scratch for the chance to win one of three trips to the distillery in Lynchburg, Tennessee. Other prizes include T-shirts and trucker caps.
Bespoke activations will take place at selected on-trade partner venues, with offers on Tennessee-inspired food and Jack Daniel’s drinks, including cocktail and mixer upgrades, food promotions and Jack Daniel’s merchandise giveaways.
Jack Daniel’s is also bringing a taste of Tennessee to the UK through The Meeting Place, a pop-up consumer experience inspired by the bustling bars and honky tonks of Tennessee, taking place in London, Birmingham and Glasgow.
Consumers can win a place at the pop-ups by buying 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 are also creating bespoke cocktails with Jack Daniel’s Tennessee Whiskey for consumers to enjoy at the event.
Ffion Fitzgerald, marketing manager at Jack Daniel’s UK, said: “We’re looking forward to launching a campaign which is truly through the line, demonstrating that Jack Daniel’s Tennessee Whiskey is enjoyed in everyplace, 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 barbecue food, whilst also communicating the rich history of the brand which spans more than 150 years.”