Jack Daniel’s Tennessee Honey to catch profits in its honey trap

Jack Daniel’s is giving convenience retailers the tools to get consumers swarming to Tennessee Honey this summer.

Celebrating the drink’s second birthday, the campaign is designed to drive awareness and trial, targeting consumers through TV, print, cinema and out-of-home advertising.

Jack Daniel’s Tennessee Honey is available to convenience retailers in 20cl and 35cl formats.

Trade marketing manager Crispin Stephens said: “The 2014 marketing campaign will see an increased media spend, demonstrating our continued investment in the brand while the range of fractionals ensures convenience retailers have the right formats and price points for their customers.

“We’d therefore strongly recommend retailers stock up now to make the most of the opportunity the new summer activity is set to bring.”

Jack Daniel’s Tennessee Honey is the no.1 spirit launch of the last five years and has a value of £50m.