JD rolls out the barrels for Christmas tree

19 October, 2012

Jack Danielís is to build a 26ft Christmas tree made out of whiskey barrels in Londonís Covent Garden.

The barrel tree will consist of 140 casks from the distillery in Lynchburg, Tennessee, and will be in place from November 25.

Its presence will be backed by TV and outdoor advertising, POS for convenience retailers and festive pallet wraps in cash and carries.

There will also be TV ads for the new Jack Danielís Tennessee Honey from November.

Mark Davis, area marketing manager for American whiskey at Bacardi Brown-Forman Brands, said: ďWith consumers more likely to trade up from beer and wine to spirit serves during the festive season, we wanted to crate a memorable new campaign to put the brand front of mind to help drive sales.Ē




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle Ė which makes it especially galling that we spend so much time divided over it.

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