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Jack Daniel’s expands its music partnerships programme

By | Published on Tuesday 21 October 2014

Jack Rocks

The previously reported music-based marketing campaign from Jack Daniel’s, which included that takeover of The Macbeth venue in Hoxton, is in the process of expanding around the rest of the UK.

And as Jack Rocks goes on tour, similar takeovers at grass roots music venues will occur elsewhere. Last weekend the drinks brand set up shop at Clwb Ifor Bach in Cardiff for the Swn Festival, and from Thursday until early November it will base itself at Camp & Furnace in Liverpool for the ten day Liverpool Music Week event.

The brand has also announced tie-ups with indie club franchise This Feeling and monthly Jack Rocks nights at venues like Leadmill in Sheffiled, King Tut’s in Glasgow and Joiners in Southampton.

Jack Daniel’s Senior Brand Manager Michael Boaler told reporters: “It’s really exciting to see the Jack Rocks campaign spreading nationwide. Swn Festival, Liverpool Music Week and This Feeling have been leading lights in the UK music scene for several years now and we’re very proud to be working with them. It’s a natural progression of our Jack Rocks The Macbeth collaboration and it really does help champion authentic and handcrafted music as well as giving something back”.

Read our interview with Boaler about the Jack Rocks campaign here.