The JD Roots initiative, which was launched last year, sees musicians perform intimate concerts in their home towns. This year’s programme kicks off next month when rock band Maximo Park perform in Newcastle, before rising star Miles Kane headlines a show in his native Liverpool.
Jack Daniel’s distributor Bacardi Brown-Forman Brands (BBFB) will support the initiative in the on-trade with point of sale kits that include T-shirts and drip mats.
Mark Davis, area marketing manager for American whiskey, said JD Roots “embodies the modern day spirit of Jack Daniel’s”.
“We are once again thrilled to be teaming up with some of the UK’s top artists and continuing our relationships with small music venues across the country in order to continue our belief in properly crafted, live music,” he said. “We’re in no doubt that JD Roots will continue to engage existing fans of the brand as well as recruit new ones, driving sales in those crucial on-trade outlets.”
Meanwhile fellow BBFB brand Southern Comfort is back on TV screens as part of the latest burst of the Whatever’s Comfortable campaign.
Running until June, the ad aims to “inspire the attitude of people who are completely comfortable with themselves”.
Gwen Ridsdale, marketing manager for Southern Comfort, said: “We are ecstatic about the success of our Whatever’s Comfortable campaign and see it as only natural to up-weight the campaign with added investment this year.
“The creative has captured the imagination of the nation and we’re confident the advert will once again ensure Southern Comfort is front of mind amongst consumers, helping licensees capitalise on sales during the all important summer trading period.
“We strongly recommend stocking up on the entire Southern Comfort family to take advantage of the increased awareness the campaign is set to bring.”
Image – Up and coming: Liverpool musician Miles Kane will feature in this year’s JD Roots activity.