Jack Daniel’s Fire finally given full US roll-out

Brown-Forman has begun its national roll out of Jack Daniel’s Tennessee Fire following revelations that the cinnamon-flavoured whiskey is growing faster than its Honey stablemate.

Jack Daniel’s Tennessee Fire is now available across the US following a year of test launches

Describing itself as being “at the heart of the whiskey renaissance”, Jack Daniel’s has this week introduced its cinnamon-flavoured brand extension to all 50 states.

The expression has been available in Tennessee, Oregon and Pennsylvania since its test launch in March 2014, and was also made available in Georgia, Illinois, Michigan, South Carolina and Texas in September last year.

While Brown-Forman has taken a measured approach to Tennessee Fire’s roll out, so as not to cannibalise sales of Tennessee Honey, the cinnamon extension is already proving popular among consumers.

In December it was revealed the product has grown faster in its first eight months than Tennessee Honey did in its own launch phase.

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

The results have led to speculation that Tennessee Fire could eventually usurp Honey as the world’s leading flavoured whiskey.

At the time of publishing, the number of Twitter followers for JD Fire have already eclipsed those of JD Honey by over 6,000.

Tennessee Honey became the first flavoured whiskey to reach one million annual case sales in 2014, having grown 36% during the year.