On-trade support for Mr Jack’s Birthday


Jack Daniel’s promotional kits are being offered to bars and pubs to help them celebrate Mr Jack’s Birthday in September. Helping to drive footfall, Bacardi Brown-Forman Brands will be activating over 10,000 promotions across independent outlets and multiple operators.

It will include a variety of instant-win promotions offering prizes such as tickets to Mr Jack’s Birthday gig that takes place in The Devil’s Arse Cave in Castleton in the Peak District on October 6. It will feature some of the UK’s biggest indie bands: The Vaccines, Mystery Jets and Tribes.

Other prizes will include limited-edition cowboy hats and T-shirts. The brand will also be running a free prize draw across selected outlets giving consumers a chance to win a Jack Daniel’s electric guitar with a Jack Daniel’s drinks purchase.

Crispin Stephens, trade marketing manager at Jack Daniel’s, said: “Following the success of the Birthday campaign last year, which saw Plan B and legendary Stax singer/songwriter Steve Cropper combine to play a once-in-a-lifetime show at our distillery in Lynchburg, Tennessee, we wanted to bring the celebrations back to the UK.

“The Birthday gig held in The Devil’s Arse is set to be unlike anything this year and coupled with the involvement of acts like The Vaccines and our through-the-line marketing campaign, 2012 is set to guarantee high consumer interest. We strongly advise stocking up on the POS and Jack Daniel’s to make the most of the sales and profit opportunities the Birthday celebrations are sure to bring.”

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