Topco-owned private brand Crav’n Flavor announced this week that it is a sponsor of Jack Daniel’s New Year’s Eve Live: Nashville’s Big Bash produced by the Nashville Convention & Visitors Corp. This type of sponsorship is a first for the brand and one that is not often seen in the private brand space.

“We are excited for consumers to gain exposure to this great brand. As Food City shoppers know, we carry a strong performing store brand with Crav’n Flavor. Sponsoring a national event is just another opportunity for store brands to gain awareness and recognition, which is not as common,” said Dan Glei, executive vice president of merchandising & marketing for K-VA-T Food Stores and Topco member.

Nashville’s Big Bash features hours of live music, fireworks and the signature midnight Music Note Drop. Brooks & Dunn, Kelsea Ballerini and Zac Brown Band are set to headline the free main stage event at Bicentennial Capitol Mall State Park.

“While Crav’n Flavor is a store brand, it offers shoppers more than 300 quality and convenient meal and snack solutions ranging from cookies, crackers and salty snacks to frozen appetizers, breakfasts, entrees, desserts and pizza as well as refrigerated cookie dough and a new beef jerky line. Crav’n Flavor is also known for its seasonal offerings including award-winning sandwich cookies,” said Michael D’Amour, executive vice president and chief operating officer, Big Y Foods Inc., and Topco member.

Through December 4, shoppers of Crav’n Flavor can enter a sweepstakes to win a trip to New Year’s Live: Nashville’s Big Bash. The grand prize for two people includes roundtrip domestic coach airfare to Nashville, three nights at the Hyatt House Downtown Nashville, two special viewing passes for the Jack Daniel’s New Year’s Eve Live: Nashville’s Big Bash, one Music City gift bag, one Music City attraction pass for two people and one autographed guitar. Five runners-up will each receive one autographed guitar. Click here to enter.

New Year’s Eve Live: Nashville’s Big Bash airs on CBS Television Network Saturday, December 31 (8-10 p.m. ET/PT, 10:30 p.m.-1:30 a.m. ET/PT) and is available to stream live and on-demand on Paramount+.