Brown-Forman UK has appointed Cirkle to the consumer PR brief for this summer’s launch of the first new Jack Daniel’s product in more than a decade.
Jack Daniel’s Tennessee Honey is a honey liqueur which will be aimed at 18-24 year olds.
Jack Daniel’s Tennessee Honey brand manager, Andrew Watson, said, “This is one of the biggest launches in the spirits sector in the UK this year. Cirkle really understood our brand, our audience and how consumer PR could best integrate with other disciplines, as well as showing a level of creativity which we found really exciting.”
The account will be run by Cirkle deputy MD Nick Woods who said, “The Jack Daniel’s story is long, wide and deep, part rock n’ roll, part quality. Our plans for Tennessee Honey, which complement those from the integrated agency team, will add an exciting new layer.”