Jack Daniel's rocks the off-trade with in-store promotions

17 July, 2015

Jack Daniel’s is working with convenience retailers to provide shoppers with all the tools they need to the ultimate summer house party.

The world’s leading American whiskey is aiming to add “more than a little rock n’ roll swagger” to gatherings by giving away Jack Rocks The House party kits.

These include a free standing bar optic, t-shirts, bean bags and ice buckets.

Crispin Stephens, head of commercial planning and activation at Bacardi Brown-Forman Brands, said: “It’s really exciting to see the Jack Rocks campaign branching into the off-trade. Jack Daniel’s association with music resonates well with our target audience, generating huge awareness and we are keen to continue investment in the off-trade.

“This campaign will be activated in both Grocery and Wholesale, as consumers continue to enjoy big nights in and social gatherings at home. This is a real opportunity for Jack Daniel’s to capitalise on the American Whiskey trend and build brand affinity in the Off Trade.”
The collaboration will run for six weeks. 




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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 – which makes it especially galling that we spend so much time divided over it.

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