JACK DANIEL’S TOAST OF LIQUOR INDUSTRY AWARDS

The Jack Daniel’s Racing motorsport marketing platform has helped Jack Daniel’s owner, Brown Forman Corporation, to bag a swag of awards at the 2007 Australian Liquor Industry Awards.

Over 800 people attended the gala awards function held at the Sydney Convention Centre, Darling Harbour last week (18th October).

Marketing activities centered on sponsorship of Brett Stevens and Larry Perkins teams played a major part in helping Jack Daniel’s earn both the Best Marketed Spirit Of The Year and Best Premium Spirit Of The Year.

Promotion of the Jack Daniel’s Racing responsible drinking message, “Pace Yourself. Please Drink Responsibly.”, also received particular mention.

Brown Forman Australia Managing Director Michael McShane said he was delighted his company’s groundbreaking sponsorships and surrounding marketing programs had been recognised.

“This is truly a great result and a real credit to everyone involved with the brand who bring the amazing Jack story to life every day,” McShane said.

“From our sponsorship of the Jack Daniel's Racing teams of Larry Perkins and Brett Stevens, the highly successful Jack Daniel's Experience, the Jack Music Awards, right through to the amazing in-field execution by the sales organisation, it has been our critical 'can do' attitude that has made everything happen so successfully.”

“The Jack Daniel’s Racing programs in particular play a major role in our marketing activities and we are pleased it has helped secure these prestigious awards.”

The Brett Stevens Racing team and Jack Daniel’s have one of Australia’s longest running motorsport naming rights sponsorships with the relationship now in its 13th year in Drag Racing.

In 2006 the iconic brand also announced its arrival in the V8 Supercar Series with Perkins Motorsport as a further extension of promoting its message of responsible drinking in Australia and worldwide.

Brown Forman Corporation is a diversified producer and marketer of quality beverage products, including Jack Daniel’s, Southern Comfort, Finlandia Vodka, Woodford Reserve, Tuaca and Chambord.