Jack Daniel’s has launched a new summer campaign for its Tennessee Honey brand.

Featuring TV, print, cinema and out-of-home advertising, the campaign focuses on the brand’s King Bee and targets 18-29 year-old males. Launched two years ago, Jack Daniel’s Tennessee Honey is now worth over £50m.

Trade marketing manager Crispin Stephens said the new ad was designed to build on the growth which has “surpassed all expectations”.

“The new 2014 marketing campaign will see an increased media spend, demonstrating our continued investment in the brand whilst the range of fractionals ensure convenience retailers have the right formats and price points for their customers,” he said.