JACK Daniel’s brand owner Bacardi Brown-Forman Brands is reaching out to more than 7,000 grocery and convenience stores as part of a new consumer campaign for the brand.
The Taste of Tennessee campaign will see BBFB run a competition through managed convenience stores offering consumers the chance to win a trip to the Jack Daniel’s distillery in Tennessee through tagged 70cl and PMP bottles.
As part of the campaign, BBFB will roll out Jack Daniel’s depot displays to support a number of trade day events and the spirits giant is also running a competition offering retailers who spend £500 or more on Jack Daniel’s automatic entry into a £10,000 prize draw. Retailers can enter the competition at Jack Daniel’s trade day events until the end of October.
To coincide with the campaign, BBFB will also be rolling out its latest Jack Daniel’s premix, Lynchburg Lemonade, which will be available for a limited time in Costco stores.
Crispin Stephens, head of commercial planning and activation for BBFB commented on the campaign: “We’re looking forward to launching a campaign which is truly through the line, demonstrating that Jack Daniel’s Tennessee Whiskey is enjoyed in every place, but made in one.
“Through the Taste of Tennessee campaign we hope to excite our off-trade partners and capture the attention of their customers, ultimately encouraging sales with offers and activities that are unmistakably Jack Daniel’s. It will also enable us to educate consumers on how Jack Daniel’s Tennessee Whiskey can be enjoyed, whether in one of our signature serves or paired with delicious BBQ food, whilst also communicating the rich history of the brand which spans more than 150 years.”