Jack Daniel’s Tennessee Honey, from Bacardi Brown-Forman Brands, is launching an off-trade engagement campaign in over 200 grocery, cash and carry and managed convenience stores across the UK, with the star prize of a once-in-a-lifetime trip to the Jack Daniel’s distillery in Tennessee to attend an intimate gig on the site.
The campaign aims to educate consumers on its core serve – Jack Daniel’s Tennessee Honey over ice – as well as the relaxing occasions in which it can be enjoyed for example at home with friends.
Jack Daniel’s Tennessee Honey will offer unique honeycomb ice-ball packs across all grocers until the end of September, which will include an ice ball mould and 70cl bottle to encourage consumers to enjoy Jack Honey chilled over ice, at home. The packs will be available at an RRP of £20 and will be given extra visibility with gondola ends in Morrisons and Tesco, along with hot spot activity in selected Asda stores.
Jack Daniel’s Tennessee Honey will also support trade days taking place at cash and carry stores until the end of October, with promoters setting up a Jack Daniel’s area at the depot, where they will offer customers deals on products, such as price marked packs in 70cl and 35cl format and other fractionals such as 20cl, 10cl and 5cl. To increase visibility further, the brand will also give out 300 Jack Daniel’s Tennessee Honey POS kits, which will include posters, shelf glorifier and fridge vinyls, for cash and carry stores to giveaway to shop owners.
In the convenience channel, where the brand is running the holiday prize promotion, 52,000 competition advertorial posters offering have been distributed across Nisa and SPAR stores, along with 360,000 Jack Daniel’s Tennessee Honey bottles with neck tags.
Crispin Stephens, Head of Commercial Planning and Activation for BBFB, commented: “We’re looking forward to engaging with key grocery and convenience partners as well as across the UK through our off -trade campaign. We hope to capture the attention of shoppers to encourage sales, whilst educating them on how best to enjoy Jack Daniel’s Tennessee Honey; chilled, over ice.”
Officially registered by the U.S. Government in 1866 and based in Lynchburg, Tenn., the Jack Daniel Distillery, Lem Motlow, proprietor, is the first registered distillery in the United States and is on the National Register of Historic Places. Jack Daniel’s is the maker of the world-famous Jack Daniel’s Old No. 7 Tennessee Whiskey, Gentleman Jack Rare Tennessee Whiskey, Jack Daniel’s Single Barrel Tennessee Whiskey, Jack Daniel’s Tennessee Honey, Jack Daniel’s Tennessee Fire, Jack Daniel’s Sinatra Select and Jack Daniel’s Country Cocktails. Today, Jack Daniel’s is available in more than 160 countries around the world and is the most valuable spirits brand in the world, as recognized by brand valuation experts Interbrand.
Brown-Forman Corporation is a global spirits company which, in addition to Jack Daniel’s, owns Finlandia, Korbel, el Jimador, Woodford Reserve, Old Forester, Canadian Mist, Herradura, New Mix, Sonoma-Cutrer, Early Times, Chambord, BenRiach and GlenDronach. Brown-Forman’s brands are supported by nearly 4,600 employees and sold in approximately 160 countries worldwide.