JD rolls out the barrels for Christmas tree

19 October, 2012

Jack Daniel’s is to build a 26ft Christmas tree made out of whiskey barrels in London’s 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 Daniel’s Tennessee Honey from November.

Mark Davis, area marketing manager for American whiskey at Bacardi Brown-Forman Brands, said: “With 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.”




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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