Jack Daniel’s Pop-Up Bar at Venues Day 2019. Photo by Jannica Honey jannicahoney.com
Music Venue Trust is a small charity with a huge mission: to protect, secure and improve the UK’s Grassroots Music Venues. To do this MVT builds partnerships within the music industry, with cultural bodies, and with relevant companies and brands.
Since 2015 a relationship with Jack Daniel’s has developed steadily, leading to the famously music-loving drinks brand making a significant donation to the charity from its latest fundraising show – Jack Daniel’s Presents featuring Biffy Clyro at Birmingham’s Digbeth Arena on 17 October. The Birmingham show was the culmination of this year’s Jack Daniel’s Presents campaign, which also featured single shows in Grassroots Music Venues King Tut’s Wah Wah Hut (Glasgow), Jimmy’s (Liverpool), and The Hawley Arms (London).
Jack Daniel’s have been supporting Music Venue Trust’s work since the inaugural Venues Day in December 2014. Every year the relationship has developed: in 2015 the brand became the first partner in the Grassroots Investor project launched by MVT and sponsored the annual networking event for the people who run the nation’s grassroots music venues ever since. The development of Jack Daniel’s Presents has given the brand an opportunity to publicly talk about their involvement and support for the sector, with the fact that proceeds from the campaign go to Music Venue Trust at the heart of their messaging. The success of the campaign means that the 2019 donation is the largest single donation the charity has received since it started in 2014.
Julien Spiegel, Senior Brand Manager Jack Daniel’s Tennessee Whiskey, UK said: “The strong relationship we have with Music Venue Trust in the UK is a perfect example of Jack Daniel’s longstanding commitment to supporting independent venues and grassroots music.”
Beverley Whitrick, Strategic Director of Music Venue Trust said: “Partnerships are essential to MVT and our relationship with JD really demonstrates the benefits of developing a long-term strategic partnership. We are very grateful for the donation and excited to be discussing what we might do together in 2020.”
Give a good performance. Your friends at Jack Daniel’s remind you to drink responsibly.
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