Jack Daniel’s whisky brand and Grammy Award-winning Zac Brown Band announced yesterday that they teamed up to provide a unique experience for fans and promote responsible drinking.

The campaign kicks off with ZBB’s upcoming and already sold-out concerts on September 5 and 6 at Red Rocks in Morrison, CO. Then, the initiative will be followed by the U.S. and Canada advertising and promotional activities, a dedicated responsibility campaign, and co-presenting tour support. It is the first major partnership between the famed distillery and a musical artist in more than a decade, states the official press-release.

«There is a natural affinity between Jack Daniel’s friends and Zac Brown Band fans,» said Jeff Arnett, Jack Daniel’s Master Distiller. «They are folks who embrace authentic values, love great music and the spirit of friendship. We couldn’t be happier to partner with ZBB.»

Arnett explained that the Jack Daniel’s/ZBB partnership would enhance the fan experience at concerts through the whiskey brand’s presence at the famous pre-concert Zac Brown Band ‘Eat & Greets.’ The Jack Daniel’s Experience ‘Lynchburg on Wheels’ will appear at several Zac Brown Band branded food and music festivals, as well as there will be ticket giveaways and other activities. The partnership will also include a commemorative bottle program in support of Camp Southern Ground, Brown’s camp for children with special needs.

Zac Brown Band’s honors include ‘Best New Artist’ wins at both the 2010 Grammy Awards and the 2010 CMA Awards, and a 2009 ‘Top New Vocal Group’ nod from the Academy of Country Music. Its debut album was in Billboard’s Top 20 albums of 2009.

Arnett said that Jack Daniel’s and ZBB have joined forces to actively promote responsible drinking within public.

Earlier this month Jack Daniel’s has already teamed up with another rock band, Motley Crue, for charity reasons. In July it launch a nationwide ad campaign built on authenticity.