Starting in July, Tennessee Honey “beekeepers” will introduce the Jack Daniel’s brand-extension to more than 100,000 18 to 29-year-old consumers in cities throughout the country.
Publicans and bar owners will be offered a range of PoS that convey the brand’s chilled message and perfect serves — straight up, over ice or with a light mixer.
PoS includes five-litre display bottles, bar runners, signage and drip mats, and beehive ice buckets. Additional hive freezers, which are able to hold three bottles of Jack Daniel’s Tennessee Honey each, are available to selected venues.
The sampling campaign will be complemented by a return of the King Bee advert to cinema screens, as well as out-of-home advertising, PR and digital support.
Opportunity
BBFB trade marketing manager Crispin Stephens said Jack Daniel’s Tennessee Honey, which launched in 2012, has “surpassed all expectations”.
He added, however, that distribution is still only at 15% in the on-trade “so there is a huge opportunity to drive further category growth and recruit new consumers”.
Stephens explained: “The new 2014 marketing campaign will grow consumer awareness and engagement, and the array of other support for our customers will drive trial and rate-of-sale during the all-important summer months and beyond.
“We strongly recommend bar operators and licensees stock up now to make the most of the opportunity the new activity is set to bring.”
Jack Daniel’s Tennessee Honey is crafted with Jack Daniel’s Old No. 7 Tennessee Whiskey and a honey liqueur.