Jack Daniel's introduces interactive bar mats for pubs

The JD Roots campaign, launched two years ago, aims to support emerging musicians in the UK and help punters discover the newest talent.

The mats feature QR codes, which direct drinkers to the JD Roots website where they can access tracks from up and coming artists.

During a three month trial the mats generated a 45% increase in visits to the site.

The company will be distributing the “track mats” to selected music venues as part of new PoS kits, which also feature bar runners, optics and t-shirts, this month and again in May in an attempt to ensure Jack Daniel’s remains “front of mind throughout the year.”

Brand manager Michael Boaler said: “We wanted to build on the success of the JD Roots campaign, which we have established over the past two years, by offering small music venues something new for 2014.

“The new interactive track mats have proven to be a great way of engaging both existing brand fans, whilst continuing to demonstrate the brands investment in unsigned talent.

“Jack Daniel’s has a history of supporting music since Mr. Jack himself formed The Silver Cornet Band to entertain the Lynchburg community and we believe this new activity will continue to unite the brand with music lovers across the country.”

Last September the company honoured one of the brand's most famous fan with a limited edition bottling, Jack Daniel's Sinatra Select.