Launching on 1st June and running for 12 weeks, the campaign will roll out in 100 selected venues across the UK, offering a flavour-led food-and-drink serve that aims to increase rate of sale, extend venue dwell time, and give pubs and bars a point of difference during the competitive summer trading period.
The initiative sees Old J move beyond the bar for the first time, creating a product that blurs the lines between drink and dish. The exclusive Pineapple Honey Glaze – developed with independent flavour specialist Tubby Tom’s – blends honey, tropical fruit, warming spices and a shot of Old J Pineapple for a sticky, rum-laced finish designed for wings, ribs, halloumi, or grilled veg.
The hero serve - promoted across participating sites - will feature: Six wings glazed in ‘Rum Punch’ sauce + a double Old J and mixer - with the set selling price at the outlet’s discretion.
The glaze will be provided free-of-charge to participating venues in 2.5L foodservice jerry cans, issued under a dedicated LWC product code. LWC’s Brand Activation Managers will oversee in-venue rollout - ensuring POS is visible, teams are briefed, and the offer remains front-of-house throughout the campaign.
Nic Ponticakis, Brand Manager for Old J, said: “This campaign is all about doing things differently. It brings together bold flavour, a bit of fun, and a genuinely new way for our customers to engage drinkers. We’re always looking for creative ways to support our stockists - and this activation is designed to add value where it counts: on menus, in sales, and at the customer experience level.”
The initiative also reflects a growing shift in how drinks brands are engaging with the on-trade, moving beyond simple sales incentives towards deeper, more experience-driven partnerships.
Tom Hughes, founder of Tubby Tom’s, added: “We’re all about big flavour and having fun with what we do, and Old J totally shares that mindset. This collaboration was a chance to create something bold, tropical and seriously tasty. We wanted to bring our two worlds together in a way that would really stand out on menus, and we think this glaze does exactly that.”
The activation underscores the value of collaborative campaigns that deliver standout flavours, on-brand experiences, and tangible support for the trade, offering venues a fresh way to engage customers and maximise summer trading opportunities.
