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Bars offer a taste of Tennessee

Published:  03 August, 2011

September will see a month of festivities taking place in pubs and bars across the UK to celebrate Jack Daniel's birthday.

Over 10,000 promotional kits will be available, featuring instant win scratch cards that can be handed out with the purchase of a Jack Daniel's serve and offering consumers the chance to win branded cowboy hats and t-shirts.

The kits will also include a range of POS, such as bunting, bar runners and posters inspired by the wall art of Tennessee.

For outlets wanting to celebrate for the whole month, instant win kits will come with enough stock to last throughout September, and a smaller version of the kit will be available from mid-September.

A heavyweight marketing campaign will run with the strapline Round Up Their Friends for a Taste of Tennessee. A newlook website, digital activity, print and underground advertising, radio partnerships and PR activity will also support the activity.

Marketing manager Louise Snowball said: "This year is set to be the best Birthday Mr. Jack has ever had and we urge the on-trade to get involved by celebrating in their outlets. We strongly advise stocking up on the kits and Jack Daniel's Old No7 to make the most of the sales and profit opportunities the birthday celebrations are sure to bring."

The celebrations will culminate with a party at the distillery in Lynchburg, Tennessee, headlined by multi-platinum selling artist Plan B.