Jack Daniel’s has launched its ‘Untraditional traditions’ campaign across TV, out-of-home advertising, digital platforms and social media.

It is encouraging drinkers to upload their Christmas untraditional traditions via jackdaniels.com/traditions. The best ones are then shared across Jack Daniel’s social media pages under the #spiritofjack hashtag.

The campaign will be backed up with a TV advert featuring Tennessee’s own untraditional tradition, the 26ft Jack Daniel’s barrel tree.

Crispin Stephens, marketing manager for American Whiskey, said: “There is always a natural uplift in sales during the festive season, with an estimated 80% of consumers looking to increase their spend. In fact, over 40% of our sales take place during the autumn and winter period.

“Christmas is a time of year when many brands are striving for greater cut-through, so we have created a campaign that not only raises awareness of Jack Daniel’s at this key trading time, but also engages with our target consumers.”

Meanwhile, Jack Daniel’s has launched a new music campaign as part of Jack Rocks, which encourages customers to tweet their favourite guitar riff for a chance to win £150 in gig vouchers.

The campaign builds on Jack Daniel’s longstanding support for live music.