Jack Daniel's birthday party to be held in Devil's Arse Cave

By Robyn Black

- Last updated on GMT

Related tags Jack daniel Peak district

Preparations are already under way for Jack Daniel’s birthday celebrations this autumn.

The month-long campaign celebrating Mr Jack’s birthday runs during September every year, under the premise that no-one is sure exactly when the founder of the distillery was born.

This year the company plans to run more than 10,000 promotions with independent and multiple operators. The activity will include instant-win competitions with prizes such as limited-edition cowboy hats and T-shirts, as well as tickets to the ‘Birthday Gig’, which this year will take place at the Devil’s Arse cave in the Peak District and feature bands

The Vaccines, Mystery Jets and Tribes. There will also be a free prize draw in selected outlets, which gives consumers the chance to win a Jack Daniel’s electric guitar.

PoS will be rolled out to outlets nationwide, including bunting, staff T-shirts and balloons to help drive footfall into venues.

The promotional material will also help boost sales of the brand’s signature Jack & cola serve and trial of new variant Jack Daniel’s Tennessee Honey, which was launched in May.

“Following the success of the birthday campaign last year, which saw Plan B and legendary Stax singer/songwriter Steve Cropper combine to play a show at our distillery in Lynchburg, we wanted to bring the celebrations back to the UK,” said trade marketing manager Crispin Stephens.

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