Jack Daniel’s aims to rock the festival scene this summer with increased investment in its premix portfolio within the off trade.
The brand will be supplying special displays and promotions to managed and independent convenience stores close to and en-route to big festival sites across the UK.
Running across Jack & Cola & Jack Daniel’s Tennessee Honey and Lemonade, the ‘Festival Essentials’ FSDUs and branded Jack Daniel’s premix fridges will be sited in key locations close to festival sites to help drive visibility of the range in store. The displays will also house an instant gift with purchase promotion, giving festival goers Jack Daniel’s branded ponchos, chiller bags and can coolers.
The brand will also be giving shoppers the chance to win festival tickets to The Great Escape, Isle of Wight, Glastonbury, Kendal Calling and festivals further afield in Europe.
There will also be cash & carry offers in outlets located near festival sites so that retailers can get stocked up and benefit from the impulse purchases made by festival goers en-route to the action.
Crispin Stephens, Head of Commercial Planning and Activation at Bacardi Brown-Forman Brands commented: “Worth over £103m the total premix category is experiencing substantial growth as consumers love the convenience of being able to enjoy their favourite brands, such as Jack Daniel’s, in a ready to serve format for occasions such as festivals when mixing their own drinks is not appropriate.
“Upweighting our activity around the festival season means we are able to support our customers at a key time where they can drive impulse sales amongst their regular customers but also those passing through. We would therefore strongly advise retailers to stock up on the Jack Daniel’s premix range to really take advantage of this sales and profit opportunity.”
Jack Daniel’s & Cola is up 17% in value since its launch in the summer of 2009 and is outperforming the category, which is growing at 12.12%. Offering the taste of Jack Daniel’s Old No.7 and Cola in a 330ml can format, the brand also recently launched a 270ml glass bottle variant.
Last year also saw the brand extend its portfolio with the launch of Jack Daniel’s Tennessee Honey and Lemonade premix – also available in a 330ml can and 275ml glass bottle.
