Mr Jack's month-long birthday returns

Owner Bacardi Brown-Forman said the campaign had become, “hugely compelling to both the trade and consumers.”

The company says that, as no one is sure of the exact date in September when Jack Daniel himself was born, it will run celebrations for the whole month.

Participating pubs and bars will get branded optics and bar runners, plus bespoke drink offers linked to a consumer promotion on the website: www jacksbirthday.co.uk.

A pass will also be given to drinkers with every purchase of JD, directing them to the site for the chance to win thousands of prizes, including a trip to the distillery in Lynchburg, Tennessee, gig tickets and branded merchandise.

The company will also be working with key outlets to run parties throughout the month, hosting exclusive gigs, price promotions and sampling Jack Daniel’s Tennessee Honey.

“Ensuring that the iconic revelries continue to remain relevant and appealing to the brand’s target market, the on-trade promotions are now linked to a digital promotion which offers consumers money can’t buy prizes whilst the VIP parties provide new experiences which 18-24’s continually look to seek out,” said trade marketing manager, Crispin Stephens.

Two months ago the company unveiled a drive for its Gentleman Jack variant, aimed at 26 to 34-year olds looking for a more refined tipple.