With tastes changing, and the global demand for whiskey and whiskey-based spirits on the rise, Jack Daniel’s has continued to extend its offerings to a growing customer base by aligning its portfolio to their desires.
While remaining loyal to its heritage, Jack Daniel’s is working to better reflect consumer trends and interests across its new whiskey products—as evidenced by its recent release of Tennessee Fire, a cinnamon-flavored whiskey-based liqueur. Positioned to compete against Sazerac’s wildly popular Fireball Cinnamon Whisky, it built upon the successful release of its Tennessee Honey Whiskey in 2011, which, in a few short years, earned the rarefied air of being one of the few spirits to sell one million cases a year. These innovations have provided significant incremental growth without disrupting the sales of its more traditional products. In June 2015, it was reported that the Jack Daniel’s family of brands grew underlying net sales by 8 percent and hit the 12 million case milestone in sales of its signature Tennessee Whiskey.
Jack Daniel’s has also been optimizing its digital strategy and engagement techniques. The brand, known for storytelling, makes this the core of its digital efforts. Its online content highlights stories from the brand’s home base in Lynchburg, Tennessee, while also tapping into its consumers’ core passions, particularly music. In its global communications, Jack Daniel’s still underscores the brand’s emphasis on craftsmanship and its humble roots, but acknowledges its provenance more subtly, in contrast with more overt American-based spirit brands.
Jack Daniel’s is maintaining momentum by capitalizing on flavored whiskey’s increasing prestige and the general perception of whiskey as an aspirational drink—a status symbol connoting socioeconomic prosperity. Recent data suggests that flavored whiskey is moving toward a premium position worldwide, encouraging higher prices for new and unusual variations that appeal to a wider and more sophisticated consumer demographic.
The development of new flavors is enabling Jack Daniel’s to continue expanding its reach, while its strong brand identity and storytelling style enable it to both engage new consumers and remain connected to its roots.