Creative drinkers have themselves to thank for this new alcohol alliance.
The Jack Daniel’s Flavors team has announced an official partnership with the cream liqueur brand, RumChata. The deal originated from the organic consumer trend of mixing RumChata with flavored whiskies such as Jack Honey (a.k.a. “Honey Chata”) and Jack Fire (a.k.a. “Cinnamon Toast”).
“The partnership of Jack Daniel’s Tennessee Fire, Jack Daniel’s Tennessee Honey and RumChata leverages the strengths of all three brands to maximize exposure across both trade and consumers by highlighting their mixability throughout the year-long campaign,” the company said in a press release.
The campaign will introduce an aligned drink strategy across each brand’s communication strengths, the companies said.
The year-long campaign will consist of co-branded print and trade ads in lifestyle and beverage publications, dual/triple branded tool kits, an increased trade and consumer media spend, and on-premise national account menu placements.
Both brands will also create and promote unique recipe videos on YouTube as well as seasonal cocktails featuring Jack Daniel’s and RumChata.
RumChata is a proprietary mix of five-times distilled Caribbean rum, dairy cream, cinnamon, vanilla and other spices from around the world. Since its launch in 2009, it has surpassed the volume of other liqueur staples like Bailey’s and Kahlua in many U.S. markets, the company says, reaching sales of 540,000 cases in calendar year 2014.
Last year, it won the Beverage Information Group Growth Brands Award for the fifth year in a row, and a Fast Track Brand Award and an IMPACT Hot Brand Award for the third year in a row.