The whiskey brand's owner, Brown-Forman UK, has briefed the agency to raise the profile of its new product, Jack Daniel's Tennessee Honey, targeting 18-to-24-year-olds.

The account will be led by Cirkle's deputy MD Nick Woods, and the team will report to Jack Daniel's Tennessee Honey brand manager Andrew Watson.

Andrew said: "This is one of the biggest launches in the spirits sector in the UK this year. Cirkle really understood our brand, our audience and how consumer PR could best integrate with other disciplines, as well as showing a level of creativity which we found really exciting."

Nick said: "The Jack Daniel's story is long, wide and deep, part rock n' roll, part quality. Our plans for Tennessee Honey, which complement those from the integrated agency team, will add an exciting new layer.

"Cirkle is a more exciting place than ever to be right now. The recent wins of iconic brands like Jack Daniel's and Chewits reinforce our credentials as a leading consumer brands PR agency and support our aggressive consumer growth agenda."