It is understood that Countrywide Porter Novelli, Lexis Public Relations, Phipps PR and The House were the other agencies on the pitchlist for the six-figure account (PRWeek, 15 February).
Freud creative director Paul Melody will head the account, aimed at building the Jack Daniel's brand and providing PR support. The agency reports to Guinness UDV brand manager Clare Fleerackers for the duration of the brief, which could be extended after the initial six months.
Fleerackers said the PR work would complement the firm's existing strategies.
'Jack Daniel's is a great brand and one primarily targeted at a male 18-30 audience,' she said. 'Freuds are going to work with us and support the programmes we have in place to capitalise on the heritage of the brand and continue to make it relevant to consumers.'
She added that the campaign was not expected to focus on groups outside the existing target market.
The campaign is likely to centre around a high-impact consumer PR push.
It is understood that the campaign will target a sophisticated young adult market, potentially using music and celebrities to draw attention to the brand.
Below-the-line marketing agency The House previously handled PR work for the brand, but it was decided that dedicated PR support was needed in the future. It is understood The House will continue to provide marketing support for Jack Daniel's.
Brown-Forman acquired the archetypally southern US Jack Daniel's distillery and brand in 1956.