On-trade kits support Jack Daniel’s Christmas campaign


Winter JackNew point-of-sale kits in the on-trade are supporting this year’s festive ad campaign for Jack Daniel’s featuring a Christmas tree built out of whiskey barrels.

The POS kits include a mix of seasonally themed and semi-permanent items to help licensees to drive sales and boost brand visibility at Christmas and all year round.

The festive POS will drive awareness of key serves, including Jack Daniel’s and Coke, and a double-up deal to highlight brand value during the winter months.

Selected outlets will also be able to screen Jack Daniel’s barrel tree TV ad which shows the people of Lynchburg, Tennessee – the home of the whiskey – coming together to build a 26ft barrel tree.

The POS kits will include a set of bar mats that will offer consumers the opportunity to download the advert’s soundtrack for free.

Bacardi Brown-Forman Brands is also helping bars to drive sales with a new festive limited-edition of the Jack Daniel’s bottle, called Winter Jack (pictured).

The campaign features TV and out-of-home advertising as well as radio and digital activity. The TV advert’s end frame will highlight the full range, including Jack Daniel’s Old No 7, Gentleman Jack, Jack Daniel’s Single Barrel and Jack Daniel’s Tennessee Honey. A second burst of TV advertising for Jack Daniel’s Tennessee Honey also begins this month.

Crispin Stephens, marketing manager for American whiskey at Bacardi Brown-Forman Brands, said: “The festive period is traditionally a key time for publicans and bartenders, with spirit sales tending to peak across the winter months.

“In terms of Jack Daniel’s, 40% of the brand’s sales take place during the autumn/winter period as consumers trade up to premium brands.

“With this in mind we wanted to significantly up-weight our Christmas activity to ensure the brand is front of mind amongst our target consumers.

“With the return of the ‘barrel tree’ advertising, we strongly advise licensees to stock up on the Jack family to drive sales during the Christmas trading period.”

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