Includes supporting over 7,200 venues with kits or venue visits
Jack Daniel’s Tennessee Whiskey today announces a significant increase in championing and supporting the UK on-trade industry, recognising the enduring resilience and crucial role of its bartending community after half a decade of challenges.
Across both pieces of activity, over 7,200 venues were supported with kits or venue visits, 11,400 consumers sampled, and the brand engaged with 2,300 bar professionals.
Its activations saw venue visibility kits distributed, including consumer scratch cards offering a trip to Tennessee, mirror vinyls, cowboy hats, and promotional posters.
Nidal Ramini, Advocacy Director (EU, IMEA, APAC & GTR) at Brown-Forman, said: “The power and passion of the on-trade community aligns deeply with the core values of Jack Daniel’s. Authenticity is paramount to us, as Mr. Jack Daniel himself said, ‘Every Day We Make It, We’ll Make It The Best We Can,’ and this commitment extends to all our advocacy work.”
These new initiatives are part of Jack Daniel’s broader strategy to position the brand as a passionate choice for UK hospitality professionals, building on the success of recent on-trade consumer-focused activations. The ‘Paint the Town Jack’ campaign involved brand ambassadors delivering comprehensive activation kits – including POS, games, and sampling tools – to high street pubs, local pubs, and bars nationwide.
Not only did the activity touch professionals across the industry, but it also resulted in Jack Daniel’s Tennessee Whiskey consistent market share growth – from 2.77% in September to 3.38% by December[1]. The brand also registered a significant momentum gain, achieving a substantial 7.0 percentage point improvement in its volume sales performance [2].
Nidal Ramini commented on the impact of on-trade professionals: “We recognise the profound influence that industry professionals have on our business success. Recent data indicates that the average bartender makes nearly 11,000 drink recommendations annually. Their influence across the industry is immense, and we are committed to not only celebrating these professionals but also empowering them to confidently recommend Jack Daniel’s as a premium choice.”
[1] (CGA 12w w/e 6.9.25 – 27.12.25)
[2] (-16% to -9%, CGA 12w w/e 4.10.25 – 27.1.25
About Jack Daniel’s
Officially registered by the U.S. Government in 1866 and based in Lynchburg, Tenn., the Jack Daniel Distillery is the first registered distillery in the United States and is on the National Register of Historic Places.
Jack Daniel’s is the maker of the world-famous Jack Daniel’s Old No. 7 Tennessee Whiskey, Gentleman Jack Double Mellowed Tennessee Whiskey, Jack Daniel’s Single Barrel Tennessee Whiskey, Jack Daniel’s Tennessee Honey, Jack Daniel’s Tennessee Fire, Jack Daniel’s Tennessee Apple, Jack Daniel’s Bonded, Jack Daniel’s Sinatra Select and Jack Daniel’s Country Cocktails. Today, Jack Daniel’s is a true global icon found in more than 170 countries around the world and is the most valuable spirits brand in the world as recognized by Interbrand. For more information, visit https://www.jackdaniels.com