The music brief centres on The JD Set, a series of intimate sponsored gigs for up-and-coming bands launched in 2002.
This week, Jack Daniel's UK marketing manager Philip Epps sent an email to Brown Forman employees and marcoms agencies informing them of the split with Freuds.
The email said Freuds was ‘instrumental in creating the Jack Daniel's music programme'. But it continued: ‘After five years, it is our due diligence to put the PR business up for pitch. It is with deep regret that Freuds has decided not to take part in this process.'
he email also said that during the past five years, ‘the music landscape has changed significantly with many competitor brands entering the arena'. It added: ‘We have always adapted to these changes by evolving our music strategy.'
Freuds declined to comment on the split, and Epps was unavailable to comment at the time of going to press.
It is understood that the agency declined to repitch owing to issues about fees.