The world’s top 10 spirit brands12th June, 2013 by Lucy Shaw
5: Jack Daniel’s
Volume 2011: 10.6 million 9l cases
Volume 2012: 10.9 million 9l cases
Change 11-12: +2.8%
2012 ranking: 5
Jack Daniel’s put in a strong performance last year, increasing global sales to 10.9 million cases. Its Tennessee Honey variant, released in the UK last year, has grown to become the UK’s number one new spirits launch of the past two years, accruing over 6,000 followers on Twitter.
The first new product from the brand in over a decade, Tennessee Honey was launched to grow the whiskey category by recruiting new consumers into the brand and was supported by a £2m marketing campaign.
The brand’s strong image is upheld by its powerful black-and-white advertising centred on the whiskey’s craft element and its founder, Jasper Newton “Jack” Daniel, born in September 1846. The brand’s upmarket positioning is helped by the premium Gentleman Jack, though the majority of sales centre on Old No.7.
Jack Daniel’s currently has just under 5 million “likes” on Facebook.
Brand owner: Bacardi Brown-Forman Brands
Head office: 45 Mortimer Street, London W1W 8HJ, UK
Tel: +44 (0)20 7478 1300
Brand director: Louise Snowball
PR (UK): Publicasity +44 (0)20 7632 2400
Product range: Old No.7, Gentleman Jack, Jack Daniel’s Single Barrel, Tennessee Honey, Jack Daniels & Cola