The Jack Daniel’s Flavors team announced an official partnership with the award-winning cream liqueur brand RumChata. The partnership brings together Jack Daniel’s Tennessee Fire, Jack Daniel’s Tennessee Honey, and RumChata.

The partnership originated from the organic consumer trend of mixing RumChata with flavored whiskies such as Jack Honey, also known as “Honey Chata” and Jack Fire, also known as “Cinnamon Toast.” The campaign will introduce an aligned drink strategy across each brand’s communication strengths.

“Partnering with RumChata is an excellent and organic way to build on the existing popularity and success of Jack Fire and Jack Honey in the U.S.,” says Casey Nelson, brand director at Jack Daniel’s Flavors. “We look forward to providing consumers a new way to enjoy their favorite flavored whiskeys with RumChata—a one of a kind cream liqueur.”

The year-long campaign will consist of co-branded print and trade ads in lifestyle and beverage publications, dual/triple branded tool kits, an increased trade and consumer media spend, and On Premise National Account menu placements. Both brands will also create and promote unique recipe videos on YouTube as well as seasonal cocktails featuring Jack Daniel’s and RumChata.

“As a young brand, RumChata is very honored to be partnering with such an iconic spirit like Jack Daniel’s,” says Tom Maas, RumChata founder and master blender. “We are very excited that consumers’ and bartenders’ love for both of our brands have brought us together.”

RumChata’s proprietary mix of five times distilled Caribbean rum, fresh dairy cream, cinnamon, vanilla, and other spices from around the world lends itself to a strong mixability with Jack Honey and Jack Fire.