Jack Daniels is to start offering barstaff training.
The 'Friends of Jack' training is part of a range of initiatives announced by parent company Bacardi-Martini with a view to cementing Jack Daniel's place in the top 10 UK drinks brands. Jack Daniels leapt up the league table of The Publican Brands Report 2009, resulting in the first change in its top 10 in more than five years.
As well as the training, a new brand extension will be rolling out across the on-trade and a consumer give-away will form part of the annual 'Jack Daniel's birthday' promotion in September.
Jack Daniels' sales force of over 50 is currently being trained and will itself be able to provide training to barstaff free of charge from July. Training will cover practical elements of serving the spirit, as well as provide information on its production.
Jack Daniels trade marketing manager Ian Rollason said there was an "urgent need to start telling the trade about the product and level out some of the standards of serve across the on-trade".
Brand extension Gentleman Jack has brought the number of Jack Daniels variants available in the UK to three - alongside main brand Jack Daniels Old No. 7 and the premium Jack Daniels Single Barrel. Gentleman Jack, which goes through the standard charcoal mellowing process an additional time, was launched into the premium on-trade at the start of this month and will now be made available more broadly.
Prizes for the September give-away have not been finalised, but the draw will be open to consumers buying Jack Daniels in over 10,000 participating on-trade outlets.