Beverage Industry

Jack Daniel’s launches ‘Live at the Landmark’ concert series

March 12, 2013

Building on its legacy of coupling Tennessee whiskey with music, Jack Daniel’s, a brand of Louisville, Ky.-based Brown-Forman Corp., is launching a coast-to-coast “Live at the Landmark” concert series beginning April 8.

Featuring up-and-coming artists and rock bands, “Live at the Landmark” brings whiskey and music together at iconic American landmarks including Grand Central Terminal in New York City, on the U.S.S. Midway in San Diego, the historic Pearl Stable in San Antonio and the Playboy Mansion in Los Angeles, with other dates and landmarks to be announced.

“Jack Daniel’s 150-year heritage includes a long association with music, and we’re proud to create another authentic opportunity for our consumers to enjoy,” said Jennifer Powell, senior brand manager for Jack Daniel’s, in a statement. “‘Live at the Landmark’ provides a rare opportunity for both the musicians and fans — an intimate, coveted music experience at a legendary American landmark. This is more than just a great concert series. It’s history in the making.”

In support of organizations that “do things the right way,” the Jack Daniel’s “Live at the Landmark” concert series also will benefit select charities, including the U.S.S. Midway Museum in San Diego and Silver & Black Give Back, a San Antonio-based public charity that supports youth sports and youth-led service programs throughout San Antonio and southern Texas in partnership with the Spurs Sports & Entertainment family of teams.

Fans of legal drinking age can visit jdliveatthelandmark.com for a chance to win tickets to one of the “Live at the Landmark” events. The brand also will broadcast more event details and behind the scenes coverage on Twitter and Instagram as @JackDaniels_US, and fans can join the conversation by using the hashtag #JackLive.