The variant launched in the US in 2011

The variant launched in the US in 2011

Brown-Forman has appointed a global brand director for its Jack Daniel's variant, Tennessee Honey.

Marshall Farrer took up the newly-created role on Friday (1 November). He was previously working in Australia on a four-year, ex-pat assignment as managing director of Brown-Forman’s Australia/New Zealand business, but will now be based at the company's HQ in Louisville, Kentucky. 

Jack Daniel’s Tennessee Honey, which launched in the US in 2011, is available in around 25 international markets. Global volumes in Brown-Forman's 2013 financial year hit 770,000 nine-litre cases, a leap of 98% year-on-year. 

“As this new expression of Jack Daniel’s has extended the brand’s reach to new consumers and occasions, we must ensure we have the right resources to help Tennessee Honey achieve its full potential,” said John Hayes, senior VP, global brand director of the Jack Daniel’s franchise. “We believe Marshall Farrer is the right person to lead this brand to great global success over the long term.”

Brown-Forman is set to release its fiscal second-quarter results at the beginning of December.