Jack Daniels Tennessee Honey will launch in the UK on-trade this month

Jack Daniel's Tennessee Honey will launch in the UK on-trade this month

Bacardi Brown-Forman is launching Brown Forman's honey version of its Jack Daniel's whiskey brand in the UK this month –  the first major product innovation for the brand in 14 years.

Jack Daniels's Tennessee Honey was first launched in the US last spring, but will be available in the UK on-trade this month and the off-trade from August. The liqueur comes in a 70cl bottle, has an ABV of 35% and is expected to retail at GBP23.95 (US$38.60).

At a briefing for journalists in London yesterday (8 May), Mark Davis, Jack Daniel's area marketing manager for UK & Ireland, said total investment in the brand in the first year would exceed GBP2m.

He said the drink had been a “phenomenal success” in the US, where it was the fastest growing spirits brand in 2011.

The launch will be supported by a digital media campaign, cinema  and out-of-home advertising and and on and off-trade promotional activity, the company said.

It follows hot on the heals of Jim Beam Honey, which launched in the UK last month