The program is the latest foray into contemporary music for Jack Daniel's, which in 2012 teamed with Frank Sinatra Enterprises for a limited-edition “Sinatra Select” blend and interactive experience at Las Vegas’ McCarren International Airport. The clips are filmed in black and white and framed by a circular camera lens on the official "Uncut" micro-site, created in partnership with Jack Daniels’ agency of record FCB/RED and music consultants Jingle Punks.
“We wanted to provide artists a platform and an informal setting to perform a song of their preference, the way wanted to record it,” says Jesus Ostos, Jack Daniel’s senior brand manager at Brown-Forman. “Each of these artists, regardless of genre, are pioneers at what they do, just like our brand.”
The bourbon and whiskey category is in the midst of a sales upswing — U.S. revenue increased 9.6% in 2014, to sales of $2.7 billion, according to the Distilled Spirits Council’s annual Industry Review report. That’s also contributed to more competitive activity in entertainment, from Johnnie Walker’s recent partnership with “Entourage”’s Johnny Drama (brokered by music marketing agency Cornerstone) to Jim Beam’s ongoing partnership with Kid Rock, to Jameson’s ongoing support of The Best Fest’s tribute concerts to Tom Petty, Brian Wilson and Bob Dylan to, most recently, Pitbull’s No. 23-peaking hit “Fireball”, which shares its name with Sazerac’s cinnamon-flavored whisky.
Jack Daniel’s core Tenneesee Whiskey brand grew net sales by 6% to nearly 11.5 million cases in 2014, according to the company’s financial statement, but its sister brands grew even faster – Tennessee Honey increased by 36% to 1 million cases, while Gentleman Jack lifted by 14%. Brown-Forman’s Ostos hopes “Uncut Sessions” helps the brand reach the younger 21-to-29-year-old consumer “and renew our relevance with them,” he says.