The Bacardi Brown-Forman brand has extended its dealings with Publicasity PR, following a pitch process in July.
Publicasity, which currently handles trade PR for Jack Daniel's, will also work on the brand's consumer comms in the UK until April 2011.
The agency is charged with developing an annual comms programme for the entire family of brands including Old No. 7, Gentleman Jack, Single Barrel and the pre-mix Jack and Cola cans.
It also plans to increase brand awareness among target consumers during Jack Daniel's birthday month of September.
As nobody knows the exact date of birth of the famed father of one of the world's best-known whiskeys, the brand celebrates its founder's birthday throughout September.
But the highlight of the festivities will be the 'Tennessee Comes to Town' party, celebrated on 7 October at the Clapham Grand in London, with music from Tennessee musician Duane Eddy as well as Jarvis Cocker, Ellie Goulding and Richard Hawley.
Tom Hargreaves, board director at Publicasity, said: 'Our brief is very much about getting the right sort of coverage in the right sort of media; they are not looking for blanket coverage of the brand, as they don't need it.
'We have some exciting plans for the next 12 months, starting with Jack's birthday month when "Tennessee will be coming to Town".'
Publicasity will aim for coverage in key online, print and radio media, with Jack Daniel's already due to feature on the radio station XFM.
The agency does not replace anyone on the Jack Daniel's consumer account. Publicasity also works with other Bacardi Brown-Forman brands including Finlandia and Southern Comfort.
Spring PR works with Jack Daniel's to promote the brand's music platforms.