Jack Daniel’s unveils American Serve RTD in Oz

Jack Daniel’s is targeting Australia’s ready-to-drink whiskey market with the launch of Jack Daniel’s American Serve, available in three flavours.

Jack Daniel’s American Serve will be available in three flavours – including Cola, pictured

Jack Daniel’s American Serve will be available in Cola, Traditional Lemonade and Dry editions, packaged in 250ml can.

The brand suggests pouring American Serce over a rocks glass filled with ice to replicate an “authentic American pour”.

The launch will be supported by an marketing campaign spanning outdoor, digital, social and in-store media as well as a set of experiential events.

Natalie Accari, marketing manager for Jack Daniel’s family of brands said: “Maybe we share the same independent spirit. Maybe we share the same beliefs of integrity and authenticity, whatever the reason Australians love Jack Daniel’s… And staying true to those beliefs is what Australian consumers are looking for from Jack Daniel’s.”

“For us, there is nothing like the feeling of being at a bar in the US and ordering a Jack Daniel’s.

“The hospitality is great and US bartenders tend to favour just a splash of mixer to cut the whiskey…That’s the authentic taste and feeling we are bringing to Australian consumers through Jack Daniel’s American Serve.”

Jack Daniel’s Old No.7 brand is the leading growth driver of the spirits and premixed categories in Australia, and its Double Jack RTD continues to be the market leader in driving spirit category retail sales growth, according to an ALSA-IRI report.

American Serve, which carries an abv of 10%, will be available from September with an RRP of AUS$25.99 for four.