Jack Daniel's launches campaign to attract UK on-trade sales

23 August, 2017

Jack Daniel’s, of Bacardi Brown-Forman Brands, has launched a UK campaign to ‘Find your Taste of Tennessee’ in the on-trade this summer.

The campaign will work with more than 6,000 on-trade venues to drive awareness of the authenticity and versatility of Jack Daniel’s Tennessee Whiskey.

The brand has brought forward the campaign to stray away from a simple ‘JD and cola’, which is a popular choice in on-trade markets.

Ffion Fitzgerald, marketing manager, Jack Daniel’s UK, said: “Through the Taste of Tennessee campaign we hope to excite our trade partners and drive more customers through their doors with offers and activities that are unmistakably Jack Daniel’s."

Consumers who purchase a Jack Daniel’s cocktail will receive a ‘Greetings from Tennessee’ postcard and be able to scratch for the chance to win a trip to the distillery in Tennessee among many other prizes.

Fitzgerald added: “It will also enable us to educate consumers on how Jack Daniel’s Tennessee Whiskey can be enjoyed, whether in one of our signature serves or paired with delicious BBQ food, whilst also communicating the rich history of the brand which spans more than 150 years.”

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Nick Strangeway

Bar food's blurred lines

Once upon a time pubs and bars were somewhere you went with the sole purpose of getting pissed and there wasn’t a knife and fork in sight, just a packet of dry roasted nuts.