Jack Daniel's and the Zac Brown Band (ZBB) have announced a partnership spanning events, TV, in-store and other elements.
This is the distillery's first formal sponsorship of a band in more than a decade.
There is significant affinity and overlap between Jack Daniel's and Zac Brown Band fans -- both embrace authentic values, music and spirits, summed up Jack Daniel's master distiller Jeff Arnett.
ZBB's first album ("The Foundation") went double-platinum and was one of Billboard's top 20 albums of 2009, and its second ("You Get What You Give") was recently certified platinum.
The sponsorship will kick off at ZBB's upcoming concerts on September 5th and 6th at Red Rocks in Morrison, Colo. While the brand's activities will vary from venue to venue, they will include stage signage, some kind of beverage presence, ticket giveaways, Jack Daniel's' "Lynchburg on Wheels" traveling distillery experience, and a presence at ZBB's pre-concert "Eat & Greets" for VIP attendees. (Brown and band members are foodies who travel with a chef, who also prepares treats for the guests from a cooking trailer.)
Two TV spots featuring the band will be aired beginning during the 2011 holiday season and into spring 2012, according to Jack Daniel's PR manager, Andrea Duvall.
One aspect of the partnership is launching and promoting a responsible drinking campaign, and one of the TV spots focuses on this messaging. The other will be more music- and tour-related, says Duvall.
Social media and in-store promotions will also drive awareness.
In addition, a JD commemorative bottle program will support Camp Southern Ground, Brown's camp for children with special needs.