Bacardi Brown-Forman is investing £2.5m in activities to celebrate the birthday of the man behind the Jack Daniel’s brand.

A press and poster campaign using the tagline ‘Happy birthdays, Mr Jack’ will spearhead a month-long push involving birthday-themed instore merchandising material, free prize draws in cash and carries, plus targeted on-trade events.

A birthday party featuring US band the Fun Lovin’ Criminals will be staged in September, with competitions to win tickets running in consumer magazines.

Jason Wills, senior trade marketing manager for Bacardi Brown-Forman Brands, said: “This is an exciting combination of activity. We’re confident it will be a compelling sales driver for both trade and consumers and that it will place Jack Daniel’s birthday firmly on the calendar. The September celebrations will bring Jack Daniel’s to front of mind.”