Jack Daniels ramps up festival tie-ups in sponsorship drive

Tennessee whisky brand Jack Daniels has unveiled a number of music festival tie-ins as it seeks to align the brand with "great music moments".

Jack Daniels: rolling out
Jack Daniels: rolling out

For the first time, Jack Daniels will sponsor stages and experiential  areas at The Isle of Wight Festival, Kendal Calling, Boardmasters, The Great Escape and Hackney Wonderland festivals.

Experiential work will roll out at the festivals under its "Jack Rocks" initiative, with stage sponsorship focussing on showcasing emerging talent.

The brand will also sponsor three 'meat and whisky' festivals: Red Rooster, Grillstock and Meatopia.

Jack Daniels will promote the tie-ups on social media channels and through ticket giveaways.

"Our festival season is jam-packed this year, with a great mix of smaller, more boutique festivals, alongside some of the world’s largest and most famous," said Jack Daniel’s senior brand manager, Michael Boaler.

"It’s always been important for Jack to have a hand in supporting great new music, as well as more established artists, and this is exactly what we’re set to do this summer."

Jack Daniels added it had "significantly upweighted" investment in sponsorship this year.