Jack Daniel’s had lost relevance with the next generation of drinkers. Fans of the brand were getting older, and this was having a significant impact on sales. The original ideas of ‘rebellion’ and ‘bold living’ which made up the foundation of the brand’s heritage, have different meanings to a younger Gen Z audience, leading to an ‘old-fashioned’ brand perception, disconnected to their lives.

Our challenge has been to get this next generation of adult spirit drinkers to reappraise the brand as the perfect partner for their higher energy occasions; positioning it as one that helps them make the most of moments.

Over the last couple of years, Gen Z have had to adapt the way they socialise, and this isn’t set to change with the cost-of-living crisis. Our research showed that they want to get back out there and experience live music again, but are being priced out, with tickets costing more than ever before – leading to an increasing decline of these moments for the ‘gig-less generation’.

We’ve partnered with global ticketing platform and purveyor of hot music, DICE and BBC DJ and broadcaster Jess Iszatt to create 'Ready to Go', a campaign putting Jack Daniel’s back in its iconic heartland,
participating in the world of music.

We’ll be giving away tickets to money can’t buy/sold out gigs between January and April, helping to facilitate memorable live music moments for a Gen Z audience. And so far, they’ve liked it, a lot.