American whiskey the focus of new on-trade activity
Jack Daniel’s-themed events will be taking place across the on-trade on Friday nights throughout September as the firm behind the Tennessee whiskey sets its sights on attracting young adults to the brand.
Launched late last month, the ‘Jack Friday’ campaign sees the brand link up with on-trade partners to host a range of drink and food-led promotions and activities.
Bacardi Brown-Forman Brands, the firm behind Jack Daniel’s in the UK, aims to highlight the breadth of the Jack Daniel’s range to “millennial” consumers as well as drive footfall and sales at participating outlets.
The activity is said to pay homage to a tradition at the Jack Daniel’s distillery where workers are given a bottle of Jack Daniel’s Old No. 7 on the first Friday of every month.
Crispin Stephens of Bacardi Brown-Forman Brands said the sales potential of American whiskey has “never been stronger” in the UK, adding that Jack Daniel’s must “lead by example through innovative and engaging marketing to drive this growth”.
“The Jack Daniel’s range of premium Tennessee whiskeys and flavours offers target consumers a range of ways to enjoy the smooth Jack flavour, catering to all occasions from casual dining to high energy moments,” he said.
“With Jack Friday, we’re aiming to really highlight the brand’s versatility.
“Jack Friday is going to be a great showcase for the brand and we’re delighted so many of our on-trade customers are getting involved.”
The Jack Friday campaign follows the launch of Jack Daniel’s No.27 Gold this summer. The new variant is a double-barrelled and double-mellowed expression of core variant Jack Daniel’s Old No.7.
Tasting notes for No.27 Gold describe the whiskey as reminiscent of the original Jack Daniel’s but with a “scent of toasted oak and honey and a taste of rich, warm maple and fruits”.