New campaign for Gentleman Jack

The Jack Daniel’s variant is getting its first outdoor and digital campaign since its launch in 2009, owner Bacardi Brown-Forman said.

Activity will also take place in free magazine Shortlist and at Imbibe Live, the trade show taking place on July 1 and 2 at London’s Olympia.

“This is the most significant piece of activity on the platform to date, with the digital outdoor, Underground, and Shortlist advertising allowing Gentleman Jack to reach a large number of consumers, driving awareness and ultimately driving sales for licensees and retailers,” explained marketing manager Crispin Stevens.

“We’re excited to see the extension of this unique and memorable platform and the Gentlemen it will create.”

The campaign will position Gentleman Jack as the choice for sophisticated drinkers, emphasising that it originates from the makers of Jack Daniel’s.

At Imbibe, the Gentleman Jack Lounge will be offering Gentlemanly experiences such as a professional shoe shine, alongside masterclasses and key cocktails including the Gentleman’s Sour, a blend of Gentleman Jack, fresh lemon juice, egg white & Angostura Bitters.

Last year the company created the Order of Gentlemen to promote the brand.