Brown-Forman promotes Jack Daniel's Tennessee Honey
Alcohol distribution company Brown-Forman Canada has begun an on-premise promotion for its Jack Daniel's Tennessee Honey product, a beverage combining whisky and honey liqueur. The national promotion, developed by The Hive of Toronto, involves a sampling program during which each sample distributed will be accompanied by a charitable donation in support of Canada's declining honey bee population. In addition, promotional workers at participating venues will post photographs of the sampling events to the brand's Facebook page. Called "This One's for the Bees," the promotion will run until the end of November. It is aimed primarily at adults under the age of 30.
"As with most promotions we do, there's a major fun aspect to the This One's for the Bees promotion, with drink features, premium giveaways and such," said Trent Fulton, vice-president of client services at The Hive. "However, there's also a more serious side in that we want to draw people's attention to learning about and contributing to the resolution of a globally important issue that doesn't necessarily receive a lot of media or public attention."