Jack Daniel’s targets ‘hot shot’ market with cinnamon variant

Jack Daniel's Tennessee Fire

Jack Daniel’s has expanded its core range in the UK on-trade with the introduction of Jack Daniel’s Tennessee Fire, a hot cinnamon-flavoured variant.

Positioned for the late-night shot occasion as a straight-up serve, the new fiery expression is made with the original Jack Daniel’s Old No 7 Tennessee Whiskey blended with a cinnamon liqueur, retaining the flavour of the whiskey but with a warm finish. Its ABV is 24.5%.

The launch by distributor Bacardi Brown-Forman Brands follows one of the most successful trial periods the brand has ever undertaken in the UK, demonstrating the strong growth potential that remains in the flavoured spirits category.

It comes after the UK launch of Jack Daniel’s Tennessee Honey in the UK – now the number-two American whiskey expression and the fastest-growing spirit brand of the last five years, according to figures from on-trade research specialist CGA Strategy.

Jack Daniel’s is supporting the launch of Tennessee Fire with a high-impact advertising campaign, designed to drive awareness and trial among its target audience. The disruptive campaign will see adverts in both London and Glasgow underground stations from October, adverts on Channel 4’s on-demand service All4, and online and Facebook advertising. The campaign will also include 3D billboards and outdoor projections across the UK to create maximum impact.

Bacardi Brown-Forman Brands has identified an opportunity to grow sales in the “hot shot” category in the UK where 42% of spirits drinkers in the on-trade are drinking shots, of which 60% are male.

Sandra Brunet, head of American whiskey UK at Brown-Forman, said: “The huge success we’ve experienced with Jack Daniel’s Tennessee Honey in the last few years is evidence that UK consumers are open to new flavours and taste experiences, and all the signs from Jack Daniel’s Tennessee Fire’s test phase are very encouraging.

“We know that the young, adventurous males that make up our target audience tend to prefer a sweeter taste so with its smooth, yet fiery cinnamon flavour, Tennessee Fire is set to be a big hit.

“The feedback so far on social media channels has been overwhelmingly positive, so we’re really excited to see how it performs in the coming months.”

Jack Daniel’s Tennessee Fire features in Jack Daniel’s new Jack Friday campaign, which launched nationwide at the end of August, alongside Jack Daniel’s Old No 7 and Jack Daniel’s Tennessee Honey.

Bacardi Brown-Forman Brands is also targeting the “hot shot” category through Bacardi Carta Fuego, a smooth bold-flavoured spiced rum, which was introduced in the UK in the spring.

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