Jack Daniel’s Boldly Responds to Shifting Consumer Tastes

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The Jack Daniel Distillery is the oldest distillery in the US, registered in 1866 and based in Lynchburg, Tenn. Today, the company keeps a sharp, bold edge through various ventures such as an NBA Legends Camp and an upcoming barbecue competition, as well as its ongoing relationships with members of the US military and LGBQT groups.

Its individual brands are Jack Daniel’s Old No. 7 Tennessee Whiskey, Gentleman Jack Rare Tennessee Whiskey, Jack Daniel’s Single Barrel Tennessee Whiskey, Jack Daniel’s Tennessee Honey, Jack Daniel’s Tennessee Fire, Jack Daniel’s Sinatra Select, Jack Daniel’s Tennessee Rye and Jack Daniel’s Country Cocktails.

Jack Daniel’s Black Label Tennessee Whiskey is the flagship product of owner Brown-Forman Corporation, founded in 1870 by George Garvin Brown. Jack Daniel’s distinct character is a combination of natural fermentation, careful distillation, and use of the Distillery’s iron-free water from the Cave Spring that runs at a constant 56° F. The distillery ships out 15.3 million cases a year, selling to more than 165 countries.

The company is boldly responding to challenges from shifting consumer tastes and smaller craft distilleries increasingly popular with trend-conscious drinkers.

An example of its innovative social reach includes the 30th Annual Jack Daniel’s World Championship Invitational Barbecue in October, attracting 100+ championship barbecue teams and 25,000-30,000 spectators from around the world to Lynchburg.

Teams compete in seven categories: pork ribs, pork shoulder/butts, beef brisket, chicken, dessert, cook’s choice (home cookin’ from the homeland for internationals) and Jack Daniel’s sauce. Winners receive more than $45,000 in cash and prizes.

An as part of it sponsorship deal with the NBA, the brand held an NBA Legends Camp, including a variety of experiential events for fans.

Jack Daniel’s has a new 100-proof version of its iconic whiskey honoring the Bottled-in-Bond Act, which passed by the US Congress in 1897, setting industry standards.

“Whiskey-making in the 1800’s too often produced a hodge-podge of sub-par, counterfeit and even dangerous spirits,” said Jack Daniel’s master distiller Jeff Arnett. “Whiskey drinkers at times weren’t sure of what exactly they were drinking or being served.”

Bottled-in-Bond, its latest release, is available only in airports in 1-liter bottles for a suggested retail price of $37.99. “This new offering replicates those rules that were set more than 120 years ago,” Arnett said.

Always original and fresh, the brand keeps a sharp, bold edge with commercials like this Jack Daniels Tennessee Fire Commercial.

One marketing stunt—177 limited-edition matte-black 2018 Indian Scout Bobber Jack Daniels Edition bikes—quickly sold out.

Among fans from the general population of drinkers, there’s a special relationship between America’s oldest registered whiskey distillery and the US military, as it buys the most barrels of the brand’s premium 94-proof Single Barrel Select Whiskey.

Jack Daniel’s helps bring troops home for the holidays with its “Operation Ride Home” program that helped 5,767 service members spend the holidays at home.

Jack Daniel’s Country Cocktails unveiled the first-ever projection mapping showtruck during the LA Pride Festival in West Hollywood in June. The mobile interactive art project, titled “#flavorsofpride” featured this video.

The 2018 LA Pride Festival is Jack Daniel’s sponsorship debut at the annual LGBTQ event. “Celebrating individualism and living life on your own terms are hallmarks of the Jack Daniel’s legacy, which are also embodied by the mission of LA Pride,” said Fabricia da Silva, Brown-Forman Corp. Multicultural Field Marketing Manager, in a press release.

“As a first-time sponsor, we wanted to create something out of the ordinary that demonstrated our commitment to the LGBTQ community. We were inspired by the incredible diversity represented in the LGBTQ experience, which is colorfully represented through our #flavorsofpride project.”

Founder Daniel chose his signature square-shaped bottles in the late 1890s to convey a sense of fairness and integrity. His brand won the gold medal for finest whiskey at the St. Louis World’s Fair in 1904.

A careful watch of a complex process continues to yield a premium brand for Jack Daniel’s.

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