Jack Daniel's: Brand Snapshot

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Jack Daniel's - or more correctly "Jack Daniel's Old Time Old No 7 Brand Quality Tennessee Sour Mash Whiskey" - is the world's best-selling North American whisky, and the lead brand in the drinks portfolio of Brown-Forman. It is specifically a Tennessee whisky, not a bourbon. Along with its various spin-off liqueuers, sales were in excess of 14m cases in 2015. It is the world's #4 premium spirit by both volume and value, according to Impact Databank, and was the only one of the top five to increase volume sales during 2014 (by almost 2%).

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Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 25th Oct 2017: In an extraordinary upset to the status quo in the US spirits market, Tito's Handmade Vodka - the only independently owned brand among the 40 top-selling spirits - has overtaken established giants Smirnoff and Jack Daniel's to become the biggest brand by revenues in US retail channels. According to data from IRI quoted originally by trade source Wine & Spirits Daily, craft-based Tito's registered sales of $190m in the year to September, up an astonishing 44%. Jack Daniel's Black Label was at $178m and Smirnoff at $173m. Those totals don't include bar sales, which probably give the more established brands the edge overall. Nevertheless it's an extraordinary achievement for a brand celebrating only its 20th birthday. Tito's is still wholly owned by founder Bert "Tito" Beveridge, now one of the newest members' of the US billionaires club with an estimated net worth of around $2.5bn.

Adbrands Weekly Update 29th Sep 2016: Ads of the Week "Our Town". The latest campaign from Arnold Worldwide for Jack Daniel's is great. It has almost nothing to do with whiskey and everything to do with tradition, heritage and community spirit. We're not sure it will get anyone to drink more Jack, but it will almost certainly make you think more positively about this famous American icon. A very nice angle on a familiar brand, which celebrates its 150th anniversary this year.

Adbrands Weekly Update 20th Feb 2014: There was a shakeup in the traditional order of the world's leading spirits brands last year, as whisky, and especially American whisky, retained its popularity at the expense of white spirits. According to latest figures from industry monitor Impact Databank, Smirnoff held on to the top spot as the best-selling premium spirit in 2013, despite a slide in volumes, but longtime #2 Bacardi fell behind Johnnie Walker for the first time and Absolut slipped into 5th place behind Jack Daniel's. Almost all of the leading brands were under pressure, with Smirnoff, Bacardi and Absolut all shedding sales while Johnnie Walker was flat. Jack Daniel's, though, scored 5% growth, while rival Jim Beam put on almost 9% further down the table. The changing nature of the market was underlined by half-year figures from Pernod-Ricard, which acknowledged a 3% decline in Absolut volumes between July & December. By comparison, its Jameson Irish whiskey scored an impressive 13% gain.

Adbrands Weekly Update 21st Jan 2014: The US premium spirits market grew in 2013 but only just, and at rates well below the two previous years. According to market watcher Impact Databank, volumes rose by just 1.3% to 208.6m cases, compared to over 3% in each of 2011 and 2012. The top five brands were unchanged - Smirnoff, Bacardi, Captain Morgan, Jack Daniel's and Absolut - but added only 0.3% in volume between them. Instead drinkers sought out less familiar brands - Impact estimated an average 4% increase across the next 20 or so top brands, with vodka the best performing category overall. Beam's Pinnacle vodka enjoyed a 10% lift while E&J Distillers' New Amsterdam soared by as much as 76%.

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