So, how do you make Jack Daniel’s the go-to summer drink for millennial males across the UK? It was a two-fold problem; Jack was perceived as still cool among its target audience but wasn’t necessarily the drink of choice. Additionally, the whisky category suffers heavy seasonal buying—with October, November, and December being peak months and summer seeing people reaching for G&T.

Jack needed an edge to stand out, with a promotional campaign platform more powerful than most. It was a no-brainer. What else is the beating-heart-of-summer, nostalgia-invoking, memory-inspiring, loved by everyone and already has a genuine relationship with Jack? Music, of course! Jack is far too sociable for today’s VIP-only, guest-list-loving music scene, so we created a promotion he’d approve of – making live music accessible to everyone. “All Access with Jack” was an integrated, Tesco-exclusive campaign, giving shoppers the chance to win hourly music prizes; from a one-off ‘Jack Presents’ gig to a Tennessee music tour.