Pull Up a Chair at Jack's Table

Our on-trade work with Jack Daniel's has been ageing well since we first partnered with them last June. Our activation work so far has helped drive market share growth from 2.77% to 3.38%, with a 7.0 percentage point uplift in volume sales performance. The momentum is real, and Jack's Table is the next chapter.

Working behind a bar is a tough gig. Long hours, non-stop graft, in an industry facing more headwinds than ever. The people who keep our beloved bar scenes alive don’t get the recognition they deserve, which matters more than you think. The average bartender makes nearly 10,000+ drink recommendations a year, making them one of the most influential audiences in the business. For a brand serious about growing its sales, these are exactly the people worth showing up and out for. And that's precisely what Jack Daniel's set out to do.

Jack Daniel's has always had hospitality in its DNA. Jack himself was legendary for bringing people together, hosting community feasts and always making everyone feel welcome at his table. So when the iconic Tennessee whiskey brand briefed us to create an advocacy event for the bartenders and bar owners who keep it going, that heritage felt like the only place to start.

We developed the event concept for Jack's Table, an immersive experience for 70 of the UK's top on-trade bartenders.

The challenge was a good one: how do you get bartenders excited about what makes Jack Daniel's distinctive, without talking them through the distillation process? The answer was to make them feel it instead, through creating an atmosphere that embodied the brand – a cave-like setting reminiscent of a barrel house, food inspired by the flavour profiles of Jack and activities that spotlight the brand and distillery.

Jack's Table took place in March at the Libertine at the Royal Exchange in London, brought to life by experiential agency XSEM, with DC shaping the creative idea and narrative that gave the whole thing its structure and story.

It's the latest chapter in our growing on-trade work with Jack Daniel's, which so far has supported over 7,200 venues, reached 11,400 consumers and engaged 2,300 bar professionals.

Laura Hall, Jack Daniel's UK Brand Manager, said:
"Drummond Central are a fantastic On Trade partner for Jack Daniel's. From developing the concept of Jack's Table, to the ideation and execution of Jack's Birthday, they have enabled us to grow Jack Daniel's share of the On Trade and begin re-engaging with bartenders to build brand advocacy."

Adam White, Channel Customer Marketing Manager, said:
"Jack’s Table" highlights a vital, often-forgotten idea, flipping the script so the bartenders can experience the hospitality they usually provide day in day out. It’s been a super fun campaign to bring to life.”

Jack's Table is the next step in that journey, and a pretty good night out for 70 very deserving bartenders.