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EXCLUSIVE: Two Years After Launch, Jack Daniel’s Tennessee Honey Nears Half A Million Cases

April 11, 2013

Brown-Forman wasn’t the first to extend its core whiskey brand with a flavor component, but after rolling out in spring 2011, its Jack Daniel’s Tennessee Honey offshoot is playing a leading role in the thriving flavored whiskey category.

According to Impact Databank, Tennessee Honey ($22 a 750-ml.) advanced by 52% to 485,000 cases in the U.S. last year, while its global net sales nearly doubled in the nine months through January, marking the first three-quarters of Brown-Forman’s fiscal year. In addition to the U.S., where off-premise growth has been accelerating, the U.K. is also driving global sales for the brand.

Jack Daniel’s Honey offering followed fellow flavored whiskey brands to market—including Wild Turkey’s American Honey (2007), Beam’s Red Stag (2009), and Evan Williams’s Honey and Cherry Reserves (2009 and 2010 respectively)—but it’s made up for lost time, and has now passed each of those labels by volume in the U.S., even as they also continue to grow.

Brown-Forman’s North American region president Mike Keyes says Tennessee Honey has been adept at bringing females and other consumer groups into whiskey. “Women who drink Jack Daniel’s tend to drink it for the same reasons that men drink it—the brand is all about authenticity, individuality and making a statement,” he says. “But there are still ways we can make Jack Daniel’s more accessible to all kinds of consumers. Certainly Tennessee Honey has succeeded in doing that, particularly among millennials.”

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