Spirits
Bardstown Bourbon Company - National Sampling Program
Bardstown Bourbon Company
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Jack Daniel's Spirits
Jack Daniel's - Brand Ambassador & Sampling Programs
Services Provided
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- Activation & Engagement
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- Brand Ambassador Training
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- Field Team Management
Results Achieved
Ambassador Quality
Category-expert brand ambassadors
Program Execution
On-premise and off-premise activations
Consumer Education
Authentic brand storytelling
Jack Daniel’s is one of the world’s most recognized whiskey brands. TMS Agency was selected to support their brand activation efforts with trained ambassadors who could authentically represent the brand’s heritage and drive consumer engagement.
The Approach
TMS focused on recruiting ambassadors with genuine passion for and knowledge of American whiskey. Our training program covered the full Jack Daniel’s story — from the Lynchburg distillery to the charcoal mellowing process — so every consumer interaction felt authentic and educational.
We deployed these teams across on-premise tastings at bars and restaurants and off-premise sampling at retail locations, with a focus on driving trial of line extensions and premium expressions.
Key Achievements
- Recruited and trained category-expert ambassadors for the whiskey portfolio
- Executed on-premise and off-premise activations across multiple markets
- Delivered authentic brand storytelling that reinforced Jack Daniel’s heritage
- Drove trial and awareness for premium expressions and new product launches
The Challenge
Jack Daniel's needed experienced brand ambassadors and field marketing support to represent their portfolio of whiskey expressions at on-premise and off-premise events, ensuring each interaction reflected the brand's storied heritage and commitment to quality.
Our Solution
TMS recruited, trained, and managed brand ambassador teams with deep knowledge of American whiskey. Each ambassador was trained on the Jack Daniel's story, production process, and full portfolio to deliver authentic consumer education and drive brand affinity.
