Gentleman Jack forms exclusive society


Order of Gentleman JackA campaign is being run in bars to support a new “exclusive society” for fans of Gentleman Jack, the premium whiskey from Jack Daniel’s.

The Order of Gentlemen has been set up to raise brand awareness and drive distribution of the whiskey which is filtered twice through charcoal in contrast to the single filtration of Jack Daniel’s.

Aimed at men aged 26 to 34, the society has three “chairmen”, including bartender JJ Goodman, one of the founders of London Cocktail Club bars. He will showcase new serves such as a Gentleman’s Sour and share cocktail-making tips.

A trade engagement programme will include a handbook and bartender training for the key serves, with spot prizes for bartenders who impress mystery shoppers by meeting set criteria.

In the on-trade, consumers will be able to win gift experiences when they buy a Gentleman Jack drink, supported by stylish new point-of-sale materials highlighting the competition and the key serves.

It will also be backed by print advertising and digital activity including social media and a website, www.whatistheorder.com.

All the promotional material will adopt the look and feel of 1960s America where the “gentleman ruled supreme”.

To engage with consumers, Gentleman Jack will be recruiting a fourth chairman via a partnership with a media partner. Consumers will be able to nominate themselves for a chance of claiming the title, which will see them rewarded with a bespoke suit and shoes and access to the best bars and restaurants.

Jack Daniel’s marketing manager Crispin Stephens said: “We believe the unique and memorable platform will resonate with our target consumers, who will be at a transitional stage of their life and looking for more discerning drinks choices to reflect their changing tastes and lifestyle.

“The new media partnerships and exclusive on-trade activity will allow us to reach and engage with consumers at different touch-points, putting the brand front of mind and ultimately driving sales for licensees.”

Gentleman Jack, which was launched in the UK four years ago, is currently growing by 20 per cent by volume and 23 per cent by value, according to AC Nielsen and CGA Strategy figures.

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