The company, which famously produces the tipple of choice for legions of rock ‘n’ roll bands, is teaming up with venues including King Tut’s in Glasgow, the Liverpool Zanzibar and Birmingham’s Rainbow for a series of events.
The first night takes place on 24 January at Southampton’s Joiners Arms, featuring The Rising, The Novatones and The Affected Four.
On 17 March, Is Tropical will perform at the newly-opened 200-capacity Joker venue in Brighton.
Jack Daniel’s is promoting the events across its social media channels and will film select gigs for promotional purposes.
The initiative is the latest in the brand’s Jack Rocks event partnerships, which launched last year to support grassroots talent.
According to reports in Music Week, the whisky brand now spends around 30 percent of its total marketing budget on music industry initiatives.
Michael Boaler, Jack Daniel’s senior brand manager, said: ‘Independent venues such as the Southampton Joiners and the Brighton Joker are essential to every new band’s development, playing the small venue circuit is how you learn your trade. From a fan’s point of view it’s about those real memorable moments, discovering “that band” playing to a handful of people before going on to headline Glastonbury years later.
‘That’s why we think it’s important to support and put a spotlight on these places by creating an initiative dedicated to smaller, independent live music venues as part of our music plan – we really hope that our Jack Rocks nights help the venues to continue the great work they’re doing whilst discovering some top notch new bands along the way.’