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Jack Daniel's sponsors "ultimate theatre challenge"

Published:  08 November, 2011

Jack Daniel's Single Barrel is linking up with The Old Vic to sponsor what it describes as "the ultimate theatre challenge".

The Old Vic's 24 Hour Plays Celebrity Gala will take place on November 13 to raise money for The Old Vic Theatre Trust. It will see a host of well-known actors, directors and writers join forces to write, rehearse and perform six short plays in just 24 hours.

The challenge will culminate in a unique performance hosted by Rob Brydon for a gala audience at the theatre, followed by a post-show party for the participants and press called The 25th Hour.

To mark the partnership, Jack Daniel's has created The Final Act cocktail, which combines Single Barrel with Cointreau, citrus fruit and raspberries.

The sponsorship will also see the brand accredited on the invitations, tickets and programmes, as well as sampling at the event and post-show party. A range of competitions will be run across trade and consumer press giving away tickets to the event as well as offering the chance to go backstage, meet the cast and see the entrance to the Old Vic tunnels.

Jack Daniel's Single Barrel will also be listed in Old Vic bars for a year following the event.

American whiskey brand manager, Georgia Donmall, said: "Teaming up with The Old Vic was a natural fit for Jack Daniel's Single Barrel as the individuality of the event perfectly embodies the one-off nature of the brand. The partnership is set to raise further awareness of the brand, of which no two barrels are the same, and we hope this awareness will lead to increased sales."