Jack Daniel’s uses festival spirit to drive convenience sales

If you’re looking to bring the festival spirit to your store this summer, Jack Daniel’s is here to help.

The brand’s convenience channel sales team is targeting retailers near large festivals and siting free-standing display units promoting Jack & Cola and Jack Daniel’s Tennessee Honey & Lemonade.

The displays feature an instant gift with purchase promotion, giving festival-goers Jack Daniel’s branded ponchos, chiller bags and can coolers.

There are cash & carry offers in depots near festival sites so retailers can take advantage of shoppers en route to festivals topping up.

Crispin Stephens, head of commercial planning and activation at Bacardi Brown-Forman Brands, said the pre-mix drinks category is experiencing substantial growth and that pre-mix cans are more appropriate for customers going to festivals than mixing their own.

“Increasing our activity around the festival season means we are able to support our customers at a key time where they can drive impulse sales among their regular customers but also those passing through,” he added.

Jack Daniel’s is also giving shoppers the chance to win tickets to festivals both in the UK and the rest of Europe.