Jack Daniel’s brings No. 27 Gold to UKBy Kristiane Sherry
Jack Daniel’s first double-barrelled, double-mellowed expression is heading for the UK after a “successful” launch in global travel retail.
Available in the UK from August, Jack Daniel’s No. 27 Gold Tennessee Whiskey is a super-premium expression created to cater for increased demand for American whiskey in the market.
The liquid is first matured in brand new, charred white oak barrels before it continues maturation in maple barrels. It is then twice-mellowed through sugar maple before it is bottled at 40% ABV.
Brown-Forman has produced 500 cases of the limited edition expression, which initially launched in travel retail 12 months ago.
The product is differentiated from the traditional back Old No. 7 design with a gold label on the bottle, and is presented in a “sleek” box.
Nidal Ramini, head of advocacy, at Brown-Forman, said: “The arrival of Jack Daniel’s No.27 Gold Tennessee Whiskey in the UK is testament to the increasing popularity of American whiskey we’re seeing in both the on and off trade at the moment.
“The category is currently worth over £540m in the UK and growing by +14.8% [Nielsen] and demand for high-end whiskeys with real provenance and heritage has never been higher.”
Jack Daniel’s was named The Spirits Masters Supreme Brand Champion in May 2015. It was recognised for its spearheading approach the American whiskey category, not just in the US, but on a global level.