Leading bar and club operators are set to launch a new campaign with Jack Daniel’s whiskey to encourage consumers to make every Friday a “Jack Friday”.
It will run from the August bank holiday weekend and throughout September and include promotions on food and drink, merchandise, parties and other activities.
Over 9,000 independent and managed operators around the UK are linking up with the brand, including Walkabout operator Intertain, Be At One bars, Glendola Leisure, club operator The Deltic Group and Stonegate Pub Company which runs bars such as Slug and Lettuce and Yates’s.
Designed to drive footfall at the start of the weekend, the campaign takes its name from the longstanding tradition at the Jack Daniel’s distillery in Tennessee where workers are given a bottle of Jack Daniel’s Old No 7 on the first Friday of every month as a thank you for their continued hard work.
The promotions will incorporate the extended Jack Daniel’s range, which also includes Gentleman Jack, Single Barrel and Tennessee Honey, aiming to demonstrate its versatility and appeal for new and different occasions.
Participating outlets will receive a range of Jack Friday branded materials including glassware, bar rails, posters and T-shirts.
At Stonegate, 50 bars and pubs will host live music events while the rest will be activating the campaign through branded materials such as point-of-sale kits and extra glassware.
Walkabout bars will be hosting Jack Friday-sponsored barbecues as well as drink and meal deals. The Deltic Group will host Jack Friday parties, while Be At One will offer drinks promotions on its app. Glendola Leisure will be hosting a Jack Friday party at The World’s End in Camden, north London.
Crispin Stephens, head of commercial planning and activation at UK distributor Bacardi Brown-Forman Brands, said: “The opportunity for American whiskeys in the UK has never been stronger and, as the category leader, Jack Daniel’s needs to lead by example through innovative and engaging marketing to drive this growth.
“The Jack Daniel’s range of premium Tennessee whiskeys and flavours offers target consumers a range of ways to enjoy the smooth Jack flavour, catering to all occasions from casual dining to high-energy moments. With Jack Friday, we’re aiming to really highlight the brand’s versatility.
“Jack Friday is going to be a great showcase for the brand and we’re delighted so many of our on-trade customers are getting involved. With the current Americana trend continuing in the UK’s food and drink scene, we’re confident that Jack Friday will be a great success for all involved.”
Separately, the pairing of Jack Daniel’s with barbecue food will be highlighted for National Burger Day on August 27 with Jack Daniel’s Old No 7 cocktails at both M Restaurants and Mash in London. The brand and its partners will be amplifying the promotion to consumers through social media activity on its Facebook, Twitter and Instagram channels.
The American whiskey category is currently worth over £613m in the UK and growing by 6.6%. Jack Daniel’s is leading the way with Old No 7, worth over £421m – up 2.5% – and Jack Daniel’s Tennessee Honey is worth over £57m and growing at 18.3%, according to research groups Nielsen and CGA Strategy.