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Diageo has partnered its Seagrams 7 Crown whiskey with rock band The Kills to promote the brand's second annual National Dive Bar Day in the US.

The company said late last week that this year's activation, which again takes place on 7 July, centres around two re-recorded tracks by The Kills that bar users across the country can play on jukeboxes free of charge. Seagram's 7 Crown, which "shares a storied past with dive bars", will promote its '7 & 7' serve, comprising the whiskey with lemon-lime soda such as 7-Up.

"We're honoured to work with The Kills this National Dive Bar Day to celebrate our favourite dives and shine a light on what makes them so great," said Diageo brand director Jason Sorley "We hope everyone will join us in supporting their local hangout on July 7 so that dive bars everywhere can continue to thrive."

National Dive Bar Day is held on the seventh day of the seventh month.

Late last year, Diageo launched the first major marketing push for Seagram's 7 in the US for over ten years. The company donated US$25,000 to the National Trust for Historic Preservation, which is fronting a 'Save the Dive Bar' programme.

American Whiskey in the US - Volume Trends 2013-2022

Source: GlobalData

The American whiskey segment of the spirits category is enjoying impressive growth rates in its domestic market. Volumes have jumped from 17.6m nine-litre cases in 2013, to 21.3m in 2017, according to GlobalData. By 2022, American whiskey volumes at home are forecast to hit 27.2m cases, a near-55% rise on ten years prior.

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