A new music campaign has been launched for Jack Daniel’s whiskey that celebrates “hand-crafted” music, starting with the brand’s own live music venue in east London.
The Jack Rocks programme of activities will run throughout the year, highlighting the whiskey’s special place in music, including partnerships with independent venues all over the country.
Distributor Bacardi Brown-Forman Brands is launching the programme with a partnership with The Macbeth pub and music venue in Hoxton, which is open to the public on weekdays from 5pm (pictured).
“Jack Rocks The Macbeth” will open for an initial period of four months. The brand team have been sensitive to the history and authenticity of the venue. A workspace has been created on the top floor for NME journalists and Spotify staff but, otherwise, the format of the main live room and upstairs saloon bar remain the same.
New events will be announced through NME and the Jack Daniel’s Twitter page and details will be given about how fans can attend and get involved in the activities planned there
The programme will be supported in bars across the UK with point-of-sale material featuring CuT, the protégés of former Blur manager and Food Records boss Andy Ross, shot at Camden’s Underworld with renowned music photographer Marcus Maschwitz.
The campaign is described as celebrating “the independence, authenticity and integrity of real, hand-crafted music”.
Jack Daniel’s senior brand manager Michael Boaler said: “Jack Daniel’s has a history of supporting artists and venues who share our values. From Sinatra to the Stones to exciting new talent like CuT, we want to continue a legacy that goes back decades and do everything we can to shine a light on artists and people in the wider music community who aren’t afraid to do things differently to achieve success on their own terms.
“Partnering with a live music venue with our own spin is a first for us and we’re really excited to give both up-and-coming artists and like-minded music lovers alike a place where they can listen to some inspirational stories and most importantly share some legendary music moments.”