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Jack Daniel’s road tests cinnamon whiskey

Jack Daniel’s is road-testing a new cinnamon whiskey liqueur named Jack Daniel’s Tennessee Fire, in three US States.

Jack Daniel’s Tennessee Fire, a cinnamon-flavoured whiskey, will be tested in three US States this April

The new release, a 35% abv blend of Jack Daniel’s with a “red hot” cinnamon liqueur – will be rolled out to Oregon, Pennsylvania and Tennessee in April.

Brand owner Brown-Forman claims the expression is being launched off the back of widespread success of Jack Daniel’s Honey, as well as the popularity of the flavoured whiskey category in the States.

“The flavored whiskey category continues to grow and we think the time is right to offer our Jack Daniel’s Old No. 7 whiskey with the heat and spice of our own red hot cinnamon liqueur,” said John Hayes, senior vice president and managing director of Jack Daniel’s.

“We’re always listening to our friends and look forward to this test launch to let them try it, make sure it meets their expectations and then we’ll go from there. But we think they’re really going to like it.”

Sales of Jack Daniel’s Tennessee Honey grew 30% in the first half of 2013, bolstering overall growth of 10% for the brand portfolio.

Cinnamon-flavoured spirits are a growing trend in the US right now, with several brands, including Baileys, Heaven Hill, Peligroso Tequila and Smirnoff releasing flavoured expressions.

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