Jack Daniel’s named Supreme Brand ChampionBy Melita Kiely
Among the many brands vying for the top accolade, it was Brown-Forman’s Jack Daniel’s Tennessee Whiskey that was named our 2015 Supreme Brand Champion
Jack Daniel’s triumphed over other forerunners for the top Brand Champions accolade, including The Glenlivet which features on the list for the first time and is gaining on leading single malt Scotch whisky Glenfiddich.
Jack Daniel’s only grew by 2% to 11.7 million nine-litre cases in 2014, and its volume gain slowed from 5% in the preceding year due to “calculated price increases around the world”, according to Mark McCallum, EVP, president Jack Daniel’s Brands.
However, the Tennessee whisky brand has spearheaded the American whiskey category, not just in the US, but on a global level with its diverse portfolio and consumer engagement methods.
Tennessee Honey is now the largest flavoured whiskey in the world and is responsible for approximately 10% of all Jack Daniel’s sales just two years after its release.
Furthermore, Jack Daniel’s Sinatra Select, JD No.27 Gold and JD Tennessee Fire have helped the brand grow, without outstripping the brand’s flagship original expression.
“An aspect of Jack Daniel’s that is particularly unique is its desirable attributes of authenticity, mixability and premiumisation,” McCallum said. “With consumers craving more and more knowledge about the origins and craftsmanship behind brands, while having different options on how and when to consume, Jack Daniel’s is well positioned to benefit from these trends.”
For a comprehensive look at the 2015 Supreme Brand Champion and to discover the world’s biggest spirit brands, as well as The Spirits Business’ choice of the 2015 spirit category Brand Champions, click here.