Jack Daniel's brings a taste of Tennessee to UK retailers

Jack Daniel’s is teaming up with a range of UK retailers to launch initiatives designed to showcase its versatility.

Brand owner Bacardi Brown-Forman wants to educate British shoppers that it can be served in many ways beyond a simple Jack and coke.

It is rolling out Lynchburg Lemonade kits at Asda, while in-store sampling will take place at Sainsbury’s.

Shoppers at Sainsbury’s can win turntables as part of a competition, and the retailer is also selling a limited-edition leather gift case.

Jack Daniels is partnering with managed c-stores for a competition that will offer drinkers the chance to win a trip to the distillery in Tennessee. Retailers that buy more than £500 worth of stock will also enter a prize draw to win £10,000.        

Crispin Stephens, head of commercial planning and activation at Bacardi Brown-Forman, said: “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.”

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