Jack Daniel's plans UK music takeover

American whiskey brand Jack Daniel's has launched a new music-themed campaign that will see it partner with festivals, venues and clubnights nationwide over the coming weeks.

Jack Daniel's The Macbeth takeover
Jack Daniel's The Macbeth takeover

The Jack Rocks campaign, which aims to celebrate the authenticity and integrity of real, handcrafted music, is being led by agency Splendid Communications, alongside Communicator and UM. It builds on a partnership with Jack Rocks The Macbeth in Hoxton, east London, in association with NME and Spotify, to showcase upcoming music talent through gigs, workshops, Q&As and exclusive recording sessions with selected music artists.

The Tennessee whiskey brand will build the momentum of the campaign with venue takeovers in Cardiff and Liverpool.

Jack Rocks Cardiff is a partnership with BBC Radio 1 DJ Huw Stephens’ Dim Swn Festival, taking place on 18 October in various venues within Cardiff. It will see the brand take over the top floor of Clwb Ifor Bach and will feature performances from The Amazing Snakeheads, Telegram, The Wytches and Trwbadour. Jack Daniel’s will also be providing support throughout the festival and for the event’s closing party the following day.

Jack Rocks Liverpool will be a takeover of the Camp & Furnace venue for the duration of Liverpool Music Week (23 October – 4 November). Live music sets will come from Mogwai, Caribou and Chvrches. Jack Daniel’s has also partnered with Fender to give away a guitar signed by all of the artists playing the festival.

Other Jack Rocks activity includes an ongoing monthly tie-up with nationwide indie night This Feeling, which kicked off its eighth anniversary in Manchester on 10 October with a live show from Domino Recordings’ Eugene McGuinness, and Hidden Charms at Jack Rocks The Macbeth on 3 October. 

There will also to be a monthly Jack Rocks night at a number of UK independent venues including Sheffield’s Leadmill, Glasgow’s King Tut’s and Southampton’s Joiners.

Michael Boaler, Jack Daniel’s senior brand manager, said: "It’s really exciting to see the Jack Rocks campaign spreading nationwide. Swn Festival, Liverpool Music Week and This Feeling have been leading lights in the UK music scene for several years now and we’re very proud to be working with them. 

"It’s a natural progression of our Jack Rocks The Macbeth collaboration and it really does help champion authentic and handcrafted music as well as giving something back – something that Jack Daniel himself did way back in the 1890s when he set up his own band."

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