Jack Daniels has appointed Cirkle PR to handle the launch of its new Tennessee Honey product, aimed at 18 to 24 year olds.
The first new product launch for the brand in over ten years, the account will be handled by Nick Woods, the agency’s deputy MD.
Woods said: "The Jack Daniel's story is long, wide and deep, part rock n' roll, part quality. Our plans for Tennessee Honey, which complement those from the integrated agency team, will add an exciting new layer.”
Andrew Watson, Jack Daniel's Tennessee Honey brand manager, added: "This is one of the biggest launches in the spirits sector in the UK this year. Cirkle really understood our brand, our audience and how consumer PR could best integrate with other disciplines, as well as showing a level of creativity which we found really exciting."