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Jack Daniel’s Tennessee Fire growing faster than Honey

Jack Daniel’s Tennessee Fire, Brown-Forman’s new cinnamon-flavoured whiskey, is growing at a faster rate than the brand’s Tennessee Honey did upon launch.

Jack Daniel’s Tennessee Fire is growing faster than its Honey stablemate did in its own launch period

The American whiskey group revealed depletions of Tennessee Fire in its first eight months have grown 1.35 times faster than Tennessee Honey did in its initial launch period.

Depletions of Honey across three states reached 20,000 nine-litre cases in its first eight months; Fire has already reached around 25,000 cases in the same period.

Introduced to just three states in April this year, Tennessee Fire was designed to capitalise on the growing cinnamon flavoured spirits trend, although Brown-Forman chose a cautious roll-out strategy so as not to cannibalise sales of its honey variant.

A further five states were introduced in September 2014 following five months of successful trials.

Tennessee Fire will be rolled out nationally across the US early in the new year, while the company simultaneously tests the international market with a launch in US travel retail.

Initial signs show Tennessee Fire is following the same trajectory as Honey, which this year became the first flavoured whiskey to sell one million cases – just three years after its launch in 2011.

However it’s thought cinnamon as a flavour has less global appeal than honey, which may impact the rate of growth as the brand becomes international.

Cinnamon-flavoured whiskeys have become hugely successful in the US and in a handful of other markets around the world. Click here to discover 10 of the best.

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