Brown-Forman has appointed cultural communications and influencer agency, Halpern, to manage its consumer PR strategy for Jack Daniel’s in the UK.

As part of Halpern’s remit, the team will deliver culturally led creative campaigns which extend Jack Daniel’s relevancy to new audiences. Halpern has begun working with Brown-Forman to develop a strategic earned media plan with creative consumer activations and influencer partnerships for the Jack Daniels No7 Tennessee Whiskey and Jack Daniels Flavour portfolio, including Tennessee Honey, Fire and Apple.