Bacardi Brown-Forman Brands in Jack Daniel's Xmas campaign for pubs
Outlets will be given point-of-sale kits, which include posters and strut cards, to generate awareness of JD variants Old No 7, Gentleman Jack, Single Barrel and Jack Daniel’s Tennessey Honey, and key serves such as JD & cola.
Selected venues will also get a limited-edition bottle of the whiskey — the 45.2% ABV Jack Daniel’s Holiday Select.
The new variant is made from whiskey drawn from the barrels of JD, which are used to create a festive “barrel tree” in its home town, Lynchburg, a stunt the company is recreating in London’s Covent Garden this year. It will form the key part of a seasonal consumer campaign for the brand.
“With spirits sales peaking over the festive season, and consumers more likely to trade up from beer and wine, we wanted to create a unique campaign to put the brand front of mind to help drive sales for licensees,” said area marketing manager for American whiskey Mark Davis.
