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Brown-Forman Sets Plans For New Upscale Releases In The Fall

August 7, 2015

Brown-Forman is expanding its Jack Daniel’s Sinatra Select brand, available at 45% abv and priced around $200, with a more limited label this fall called Sinatra Century (this is the centenary year of the singer’s birth), distilled at 50% abv and priced at $500 a 750-ml. The limited release is already shipping to travel retail and is expected to be on U.S. shelves by October. For the Sinatra series, Jack Daniel’s has employed special barrels with grooves on the staves to draw more whiskey into the wood, explains senior vice president and chief marketing officer John Hayes.

Another product, Jack Daniel’s No. 27 Gold, is currently sold only in travel retail but likely to be released into the U.S. market by year-end, Hayes says. No. 27 Gold is bottled at 80-proof with extra maturation in maple barrels, as well as a second charcoal filtering, resulting in a lighter and sweeter whiskey originally aimed at the Asian market. The price is likely to be around $100.

Looking ahead to next year, Hayes said a new rye product, called Jack Daniel’s Single Barrel Rye, will be released in limited quantities at around $50. Two other ryes, the Jack Daniel’s Unaged Rye ($70) and the Jack Daniel’s Rested Rye ($60) are no longer being actively marketed by Brown-Forman.

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