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JD Tennessee Honey gets global brand director
Brown-forman has named a new brand director for its Jack Daniel’s Tennessee Honey in a bid to extend the expression’s global reach.
Popular Jack Daniel’s Tennessee Honey is set to recieve a boost with the appointment of Marshall B. Farrer as its global brand director
Marshall B. Farrer has been appointed vice president and global brand director for the flavoured bottling, having previously held leadership positions at brand-owner Brown-Forman for 15 years.
“As this new expression of Jack Daniel’s has extended the brand’s reach to new consumers and occasions, we must ensure we have the right resources to help Tennessee Honey achieve its full potential,” said John Hayes, senior vice president, global brand director for the Jack Daniel’s franchise.
“We believe Marshall Farrer is the right person to lead this brand to great global success over the long term.”
Farrer has spent the past four years on an expat assignment in Australia as the vice president, managing director of Brown-Forman’s Australia and New Zealand business. He will now relocate to Louisville to undertake his new responsibilities.
Jack Daniel’s Tennessee Honey was one of the pioneers of the flavoured whiskey sector, launching in 25 international markets since its initial introduction in the US.
Last month, Brown-Forman announced that it would be continuing its foray into the flavoured whiskey market with the launch of a cider-flavoured bottling called Winter Jack.
It was also revealed earlier this year that Jack Daniel’s Tennessee Honey and Gentleman Jack, were the main profit drivers for Brown-Forman.