Jack Daniel’s Drinking School Featuring Zac Brown Band Aims To Inform Consumers About Responsible Consumption

 
Whiskey Maker Rolls Out Online Program To Get Fans Home Safely After The Show And Debuts New Responsibility-Themed TV Campaign With Zac Brown Band
 
LYNCHBURG, Tenn. (March 2, 2012) – Jack Daniel’s announces that it has started a “drinking school,” and it’s not what most folks will think it is.

In fact, the “Jack Daniel’s Drinking School” is a new way to educate consumers about responsible consumption through an on-line based program (www.jackdanielsdrinkingschool.com) that provides helpful tips and reminders. Jack Daniel’s is also debuting its new television campaign featuring two-time GRAMMY Award winners and multi-platinum artists Zac Brown Band sharing a message of loyalty and responsibility among friends and band members.

As part of a recently-formed partnership with Zac Brown Band, the Jack Daniel’s Drinking School will offer concertgoers the opportunity to register for free designated-driver rides to and from select Zac Brown Band concerts in cities across the U.S. through BeMyDD. To receive one of the 100 free rides per eligible concert market, consumers must watch one of a series of online videos featuring the Zac Brown Band reminding folks to enjoy themselves, but to also take care of themselves as well as those around them. The videos are supplemented with information from leading expert organizations on responsible consumption and fighting drunk driving including The Century Council. Those who receive a free ride can also bring along up to three friends, ensuring the safety of many concertgoers as well as making the roads safer for others. 

“Our emphasis on responsible consumption is incorporated into all of the ways we communicate with our friends across the country,” said Jack Daniel’s Senior Brand Manager Jennifer Powell. “The Jack Daniel’s Drinking School is a great vehicle for this message and further proof of how strongly we feel about responsibility.” 

In addition to the free rides, the Jack Daniel’s Drinking School offers concert attendees at select Zac Brown Band tour stops the opportunity to register as a designated driver for the evening of the show. Upon arrival at the concert venue, registered designated drivers can stop by a predetermined site to receive a Jack Daniel’s Drinking School keychain and armband signifying their willingness to get their friends home safely following the show.

“Our partnership with Jack Daniel’s provides concertgoers with a responsible solution to safely get to the show and back home,” said BeMyDD President and CEO Arthur Simanovsky. “By letting BeMyDD do the driving, consumers can enjoy the evening with the peace of mind that they’ve made the responsible choice.”

In addition to the Drinking School, Jack Daniel’s is launching a national television campaign which includes a spot in which Zac Brown reminds viewers to “Protect Your Band” just as he and the rest of his crew feel it’s their responsibility to take care of each other. The spot includes scenes of the band playing together and conveys a feeling of loyalty for those around you and love for what you do.

For more information about the Jack Daniel’s Drinking School and to complete your coursework, visit www.jackdanielsdrinkingschool.com. Remember, limits and restrictions apply. ###

Media members may visit www.jackandzbbmedia.com for more information about the Jack Daniel’s Drinking School and the Zac Brown Band sponsorship.

About Jack Daniel’s

Officially registered by the U.S. Government in 1866 and based in Lynchburg, Tenn., the Jack Daniel Distillery, Lem Motlow, proprietor, is the oldest registered distillery in the United States and is on the National Register of Historic Places. Jack Daniel’s is the maker of the world-famous Jack Daniel’s Old No. 7 Tennessee Whiskey, Gentleman Jack Rare Tennessee Whiskey, Jack Daniel’s Single Barrel Tennessee Whiskey, Jack Daniel’s Tennessee Honey, Jack Daniel’s Tennessee Whiskey-Based Ready-to-Drink Beverages and Jack Daniel’s Country Cocktails. 

Jack Daniel’s encourages its friends to drink responsibly.

About Zac Brown Band

Two-time GRAMMY Award winners and multi-platinum artists Zac Brown Band have become one of music's most heralded acts. Zac Brown Band has earned a historic series of nine consecutive #1 hit singles and both a double-platinum major label debut 'The Foundation' (Atlantic Records/Home Grown/Big Picture) - one of Billboard's Top 20 albums of 2009 - and platinum #1 follow up 'You Get What You Give' (Atlantic/Southern Ground Artists). Since 2009, the band has garnered over 50 GRAMMY, ACM, AMA, CMA and CMT award nominations. Zac Brown Band is represented by ROAR, a Beverly Hills-based talent and brand management company. Additional information can be found athttp://www.zacbrownband.com/.