How Jack Daniel's Generated Buzz for Tennessee Honey
Author: Christine Birkner
Christine Birkner is a senior staff writer for Marketing News and Marketing News Exclusives. E-mail her at firstname.lastname@example.org.
Consumers apparently are clamoring for cotton candy-flavored vodka and cinnamon-spiked rum. Flavor innovation boosted sales in the spirits industry in 2011 and 2012, and will continue to do
so in 2013, according to food industry research firm Technomic Inc. To capitalize on the flavor craze and appeal to 21- to 29-year-old drinkers, in 2011 Jack Daniel’s launched Jack Daniel’s
Tennessee Honey, the first product launch for the iconic whiskey brand in 14 years. Along with Boston-based advertising agency Arnold Worldwide, Jack Daniel’s, owned by Louisville, Ky.-
based Brown-Forman Corp., launched a bee-themed, social-media-heavy campaign to promote the new offering.
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