By Rebecca Harris

In what is becoming a popular method of brand promotion, Jack Daniel’s has attached itself to the Australian music scene by sponsoring a travelling music festival featuring bands You Am I, The Glass Ceiling and The Shiny Brights.

Known as The JD Set, the first concert will be held on May 22 at The Zoo in Brisbane, with shows in Sydney, Melbourne and Whyalla to follow.

Jack Daniel’s assistant brand manager Natalie Accari said attaching Jack Daniel’s to the music scene made sense for a brand with a history “embedded in music”.

“Jack Daniel’s has been synonymous with music since 1892, when Mr Jack formed the Silver Cornet Band in Lynchburg Tennessee… we are continuing Jack’s tradition by showcasing some of the best up and coming music talent to fans around Australia,” she said.

Other liquor brand and music affiliations this year have included the Bacardi Express – a three-day music festival on a train – and the Tooheys Extra Dry uncharTED competition awards.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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