Spin, Roll, Sip: Jack Daniel’s Hits the UK Bar Scene

Jack Daniel’s is on a mission to reclaim its place at the heart of the UK pub scene by encouraging people to rethink how the whiskey can be drunk beyond the familiar Jack and Cola. And because Jack shows up in every kind of venue imaginable, from high-tempo chains to craft-driven independents, the answer had to flex.

So we’ve created two on-trade activations – No.7 Sounds and Lucky No.7 – rolling out nationwide and built to slot seamlessly into any setup, inviting drinkers to spin, roll and put their luck to the test.

No.7 Sounds

Turning up the volume on Jack Daniel’s long-standing love of music, No.7 Sounds takes the brand’s most iconic symbol, the number seven, and gives it a fresh spin. Literally.

At its core is a seven-section wheel, with each slice representing a Jack Daniel’s cocktail inspired by a different music genre. From country to R&B, every serve gives drinkers a new way to experience Old No.7, showing that Jack isn’t just for Cola, it’s for every kind of night.

We brought each cocktail to life as a bold, illustrated character that captures the energy of both the drink and its genre – from a banjo-playing cowgirl with attitude to a slick Jazz singer oozing charm. The stretched proportions and vibrant detailing make the characters instantly eye-catching, playful and completely ownable by Jack Daniel’s. The wheel is impossible to miss and effortless to play, making it easier than ever for customers to reconnect with Jack.

Lucky No.7

While No.7 Sounds brings the music, Lucky No.7 puts Jack’s most famous number straight into the hands of customers. At the centre of the activation is a giant Jack Daniel’s dice, to be rolled out during happy hours and bar promotions. The rules couldn’t be simpler – roll a seven, get lucky. Whether it’s 50% off a drink, a free round or a buy-one-get-one offer, the experience is designed to get people smiling, playing – and ordering another Jack.

Together, both activations have hit 14 cities with up to 700 engagement kits including the wheels and dice, as well as posters, menus and staff guides – making it easy for bars to plug in and play. Each venue can choose the activation that best suits their setup: the dice, perfect for big chains with quick-fire offers, or the wheel, a natural fit for independents where bartenders can show off their mixology skills.

Two simple mechanics. One iconic number. And plenty of ways for drinkers to spin, roll and sip their way through unmistakably Jack moments.