Jack Daniel’s Tennessee Honey is rolling out more than 300 PoS kits to retailers and giving shoppers the chance to win a trip to the distillery.

Nisa and Spar retailers will receive posters promoting the giveaway and 360,000 Jack Daniel’s Tennessee Honey bottles will roll out with neck tags.

The brand is urging retailers to look out for offers in cash and carries on 35cl and 70cl price-marked packs, as well as 5cl, 10cl and 20cl bottles.

Crispin Stephens, BBFB head of commercial planning and activation, said: “We hope to capture the attention of shoppers to encourage sales, while educating them on how best to enjoy Jack Daniel’s Tennessee Honey; chilled, over ice.”