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.