New on-trade activity for Jack Daniel’s Tennessee Honey


Jack Daniel's Tennessee Honey

New promotional support is being sent to bars and pubs as part of a new campaign for Jack Daniel’s Tennessee Honey.

The new point-of-sale materials will carry the brand’s “Chilled” message and promote perfect serves including straight up, over ice or with a light mixer such as lemonade.

Independent research shows that, when served chilled, Jack Daniel’s Tennessee Honey delivers a 37% increase in rate of sale.

The range of POS includes stand-out five-litre display bottles, bar runners, signage and drip mats as well as beehive ice buckets to display the product on ice.

Distributor Bacardi Brown-Forman Brands has also introduced beehive freezers, called “The Hive”, which hold three bottles of Jack Daniel’s Tennessee Honey and are available to selected venues across the UK from this summer.

Jack Daniel’s is increasing its investment in the on-trade alongside a high-profile consumer marketing campaign running in July and August, designed to drive awareness and trial.

As well as TV, print, cinema and out-of-home advertising, the integrated campaign includes PR and digital support along with targeted sampling activity.

The Jack Daniel’s Tennessee Honey “beekeepers” will create a buzz with sampling intended to introduce over 100,000 people aged 18 to 29 to the product at key cities up and down the country from July.

Launched in the UK two years ago, Jack Daniel’s Tennessee Honey has grown to become the number-one new spirit launch of the last five years and is now worth over £50million, according to research company GFK.

It has driven incremental sales by bringing new drinkers into the brand and whiskey category, with nearly half of those who have trialled the new honey-flavoured whiskey coming from outside of the Jack Daniel’s trademark and aged 19 to 29.

Trade marketing manager Crispin Stephens said: “Jack Daniel’s Tennessee Honey has surpassed all expectations, recruiting new drinkers and driving fresh interest and sales of Old No 7.

“However, distribution is still only at 15% in the on-trade so there is a huge opportunity to drive further category growth and recruit new consumers into the Jack Daniel’s trademark.

“To help do this we have launched the 1.5-litre for large-volume mainstream venues. The new 2014 marketing campaign will see an increased media spend to grow consumer awareness and engagement, and the array of other support for our customers will drive trial and rate of sale during the all-important summer months and beyond.

“The chilled message will be at the heart of all our in-outlet communications as we know that rate of sale can be increased by as much as 37% when a consumer enjoys Jack Daniel’s Tennessee Honey as it should be served – chilled.

“The on-trade sampling campaign will prompt trial and purchase, so we strongly recommend bar operators and licensees stock up now to make the most of the opportunity the new activity is set to bring.”

At 35% ABV, Tennessee Honey is made with Jack Daniel’s Old No 7 Tennessee Whiskey combined with a honey liqueur, retaining the smooth distinctive whiskey character but with a balance of honey notes.

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