Brown-Forman, the company behind Jack Daniel’s, has expanded its partnership with digital agency TSA by appointing it to lead the social and creator strategy for super-premium gin brand Gin Mare and raspberry liqueur Chambord.
The new remit sees TSA, which is owned by Five by Five, take responsibility for always-on social strategy, creator strategy, creator partnerships, content production and social platform management across Gin Mare Global and Chambord UK.
The agency has been tasked with helping both brands strengthen their cultural relevance and connect with new audiences through creator-first storytelling.
The appointment builds on a successful partnership that began in 2024, with TSA initially winning the creator marketing and social media account Jack Daniel’s UK and followed up by winning el Jimador earlier this year.
By extending the relationship across more of Brown-Forman’s premium spirits portfolio, TSA has been briefed to help shape a more connected creator strategy, while developing distinct social identities that reflect the positioning of each brand.
The agency will create bespoke social strategies rooted in audience behaviour, creator culture and platform-native creativity, with the aim of helping each brand earn attention, inspire participation and build long-term relevance in an increasingly competitive social landscape.
Gin Mare global brand manager Alicia Harvey said: “Gin Mare is a brand inspired by Mediterranean culture, and today social media plays a critical role in how culture is shaped and shared. Working with TSA enables us to stay close to evolving conversations, create more impactful content and continue building a brand that feels distinctive, culturally relevant, and connected to our audience.”
Meanwhile, Chambord UK brand manager Amy Nightingale added: “With cocktail culture continuing to thrive, social media and creator-led content are at the heart of how we drive relevance and connect with modern consumers. With TSA on board, we look forward to pushing creative boundaries – using our platforms to inspire consumers on how, when and where to enjoy our iconic black raspberry liqueur.”
TSA managing director George Roberts concluded: “This is a significant milestone for TSA and a real endorsement of the partnership we’ve built with Brown-Forman over the past two years. Today’s consumers discover, experience and fall in love with brands through creators and social, so we’re incredibly excited to help Gin Mare and Chambord build distinctive, culturally relevant brands in those spaces. We can’t wait to bring fresh thinking, brilliant creators and social-first ideas to two iconic brands with huge potential.”
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