UK: BBFB in £2m JD Tennessee Honey push

Bacardi Brown-Forman Brands has announced a £2m first-year investment for the launch of Jack Daniel’s Tennessee Honey in the UK.

The honey and whiskey liqueur, which arrived in the US last April, was unveiled at an event in Shoreditch, London yesterday, and will also launch to Australia, South Africa and New Zealand.
Tennessee Honey was the first line extension for the brand line in 14 years. It joins Jack’s Daniel’s Old No.7 Tennessee Whiskey, Gentleman Jack and Single Barrel.  
The 35% abv expression will arrive in the UK on-trade this month and the off-trade in August with the Old No.7 “line price” of £23.95.
Speaking to journalists from Lynchburg Tennessee via a pre-recorded video, Jack Daniel’s master distiller Geoff Arnett said: “We’ve taken a little bit of honey and put a whole lot of Jack in it.”
Responding to questions, Mark Davis, area marketing manager for American whiskey at Bacardi Brown-Forman Brands said the honey liqueur was sourced “from all over America”.
Davis said Tennessee Honey was the fastest growing spirit brand in the US during 2011 and that it offered the LDA-to-24 age demographic a new and accessible way to drink whiskey.
Asked why the brand extension had taken over a year to reach the UK, Davis said in-depth consumer research had been undertaken in the UK market, which finally convinced Brown-Forman to roll out the product.