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Drummond Central signs up global drinks firm Jack Daniel鈥檚 Tennessee Whiskey

The Newcastle agency has been enlisted to 'reignite the brand’s presence in bars, pubs and venues in the 海角视频'

Staff at Drummond Central(Image: Drummond Central)

Newcastle creative agency Drummond Central is toasting success after signing up global drinks giant Jack Daniel’s Tennessee Whiskey as its latest client.

The company produces advertising for global and national clients including Greggs, KitKat, Amazon Prime and bet36, as well as digital platforms, websites and other solutions. Now the firm, which became an employee-owned business in 2023, has announced it has partnered with the world famous drinks maker to serve up all of its on-trade advertising activity.

Jack Daniel’s has more than 150 years of history as one of the mos recognisable whiskey brands in the world, and the two businesses are set to work together “to reignite the brand’s presence in bars, pubs and venues in the 海角视频”.

Drummond Central managing director, Dan Appleby, said: “It’s not just Shaboozey that’s got a history with Jack Daniel’s, it’s a brand that I’ve loved for over 25 years. But with more choice than ever on our shelves, maybe Jack’s been taken for granted.

"Jack Daniel’s remains an iconic brand and unmistakable with every drop distilled in Lynchburg, and we’re excited to help bring the spirit of Tennessee back to bars and pubs in the 海角视频.”

Martin Louvre, Jack Daniel’s head of customer marketing at Brown-Forman, said: “I’d seen a lot of the work that Drummond Central had done for other brands in different categories, how it really cut through and created buzz. I wanted to see how they could bring that thinking to reignite Jack Daniel’s in the On Trade. The activations they’ve worked up with our team are really exciting and I look forward to seeing them out in the trade and driving sales of Jack!”

Adam White, Jack Daniel’s on-trade channel marketing manager at Brown-Forman, said: “I am really excited about this partnership with Drummond Central. We’re facing the challenges we’re seeing in the On-Trade right now, which makes this collaboration even more important. Looking forward to working together to create those memorable consumer moments.”

Earlier this year Drummond Central, which has more than 60 employees, published accounts for the year ended June 2024 showing a strong year in which it said it strengthened its client base and increased investment in people. Turnover jumped from £16.5m to £22.4m, while operating profit more than doubled from £1.65m to £4.5m.