Jack Daniel’s has launched a ‘drinking school’ but not to teach people how to quaff. The ‘Jack Daniel’s Drinking School’ was created to  educate consumers about responsible consumption via an on-line based program launched together with BeMyDD.

Photo: the ‘Jack Daniel’s Drinking School’ logo

On the web site, consumers can get helpful tips and reminders regarding alcohol. To support the initiative, Jack Daniel’s is rolling out a new TV campaign featuring the popular Zac Brown Band. Last year, the alcohol brand signed the artists to collaborate with them. A TV spot that airs nationwide features Zac Brown members that remind viewers to ‘Protect Your Band’.

As part of the campaign, fans can register for free designated-driver rides to and from select Zac Brown Band concerts in cities across the US.  First, fans have to watch one of a series of online videos featuring the Zac Brown Band reminding folks to enjoy themselves but responsibly, and then they can receive one of the 100 free rides.

Those who receive a free ride can also bring along up to three friends. The videos provide people with some useful information on responsible consumption from leading expert organizations.

The concert attendees are also offered a chance to register as a designated driver for the evening of the show at select Zac Brown Band tour stops. These drivers will receive a Jack Daniel’s Drinking School keychain and armband proving their promise to get their friends home safely.