Ole Smoky “Raises the Jar” in Partnership with Super Bowl Champion Jason Kelce
Ole Smoky Distillery, one of the fastest-growing spirits companies in the U.S., is collaborating with Jason Kelce, a Super Bowl Champion and seven-time Pro Bowl player who is also an investor in Ole Smoky, for the 2024 “C’mon Raise The Jar” 360 marketing campaign.
Kelce, taking on the role of “self-appointed team captain,” will highlight his entertaining approach and methods while promoting Ole Smoky’s diverse range of creative and flavorful moonshine products. The campaign will primarily feature video content filmed at the distillery in downtown Nashville, and will include extensions across the marketing mix including, in-store point-of-sale, social media and print executions.
After officially retiring from the NFL following 13 seasons with the Philadelphia Eagles, Jason Kelce is stepping back into the spotlight as Ole Smoky’s self-appointed team captain. His friendly, fun-loving personality, combined with the hardworking reputation he built as a center, perfectly aligns with Ole Smoky’s authentic and creative branding. This collaboration opens up numerous opportunities for enjoyable tailgate experiences for sports fans nationwide. The “C’mon Raise The Jar” campaign, which plays on the phrase “raise the bar” while highlighting Ole Smoky’s iconic mason jar packaging, encourages consumers to use Ole Smoky products in their tailgating cocktails as they celebrate the return of one of football’s most cherished players.
“After my departure from the NFL, I am grateful to be welcomed with open arms as Ole Smoky’s official team captain for the 2024 football season,” says Jason Kelce.
“I look forward to bringing our team to victory, in addition to having some fun and raising awareness of Ole Smoky’s creative and delicious products.”
In celebration of the return of fall and tailgating season, fans can visit one of Ole Smoky’s four distillery locations, participating bars and restaurants across the country or the campaign microsite for an Ole Smoky tailgate cocktail recipe list inspired by Kelce and the tailgate experience.
“We at Ole Smoky are thrilled to join forces with our newly self-appointed team captain Jason Kelce, who embodies the values of hard work, determination, and authenticity – qualities that are at the heart of our brand,” says Robert Hall, CEO, Ole Smoky Distillery.
“Together, we look forward to bringing our unique Tennessee spirit to tailgates across the country, celebrating the rich traditions and vibrant culture that Jason, Ole Smoky, and one of our nation’s favorite pastimes represent.”
The Ole Smoky brand was launched in 2010, shortly after Tennessee legalized the distillation of moonshine in 2009. As the first legal moonshine in East Tennessee, the brand has grown rapidly over the past 14 years. The company now employs more than 600 people, makes a wide range of moonshines and whiskeys in four distillery locations across the state, and hosts more than 5 million visitors annually. Ole Smoky officially announced a strategic investment from Patricof Co, the New York-based private investment platform for elite professional athletes, in March 2022, bringing about opportunities to partner with world-renowned athlete clients representing all major U.S. sports, including Kelce.
For more information on the “C’mon Raise The Jar” campaign, visit www.cmonraisethejar.olesmoky.com. For more information on Ole Smoky and its products, visit www.olesmoky.com.
About Ole Smoky® Distillery LLC
Ole Smoky is the leading distiller of premium moonshine in the world, the leading craft distiller in the U.S. and the first federally licensed distillery in the history of East Tennessee. Founded in 2010, Ole Smoky’s roots are traced to the Smoky Mountains’ earliest settlers, families who produced moonshine with enduring pride and Appalachian spirit.
Ole Smoky has been recognized on the Inc. 5000 List of the fastest growing private companies in America for five consecutive years – 2020, 2021, 2022, 2023 and 2024, as well as receiving the 2023 Shanken Communications’ Impact Hot Brand Award, several 2024 Growth Brand Awards from Beverage Information Group, and the 2023 PR%F the Magazine Distillery of the Year award.
Today, Ole Smoky’s over 25 creative moonshine flavors and 17 inventive whiskey flavors can be found in all 50 states, 20 countries and at the company’s four famed distilleries in Tennessee: The Holler and The Barrelhouse in Gatlinburg, The Barn in Pigeon Forge, and 6th & Peabody in Nashville.
For more information, visit www.olesmoky.com and follow Ole Smoky on social media @olesmoky.
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