The Jack Daniel Distillery celebrates its 150th anniversary this year, and Brown-Forman sees the milestone as an opportunity to promote its flagship brand in a competitive market where craft is in vogue and ‘small is cool.’
Brown-Forman acknowledges increased competition in the American whiskey and flavored whiskey categories, but is determined Jack Daniel’s can power through the challenges.
Jack Daniel’s Tennessee Fire could replicate the success of Tennessee Honey, Brown-Forman says, as it pushes the cinnamon-flavored whiskey out across the US.
BROWN-FORMAN TAKES FIGHT TO MARKET LEADER FIREBALL
Brown-Forman will launch cinnamon-flavored whiskey Jack Daniel’s Tennessee Fire in a further five US states this October after successful trials this spring.
Brown-Forman’s US flavored whiskey revolution continues, with Jack Daniel’s Tennessee Honey sales nearly doubling in the firm’s fiscal year to date, as the firm hails a ‘hot’ US bourbon category.
Jack Daniel's has rejected claims made by a Welshman that his distant relative may have founded the drinks dynasty when he emigrated to the States in the nineteenth century.
Brown-Forman admits that flavoured brown spirits category growth has hit Southern Comfort sales, but expects to launch US success story Jack Daniel’s Tennessee Honey globally in this space in 2013.