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Brown-Forman takes Jack Daniel's Tennessee Fire to Australia

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Brown-Forman has rolled out its Millennial-targeted Jack Daniel's Tennessee Fire to Australia as the extension continues to perform well in initial launch markets.

Tennessee Fire was launched in the US in 2014

Tennessee Fire was launched in the US in 2014

The cinnamon-flavoured American whiskey went into the Australian on-trade in December, Brown-Forman confirmed to just-drinks today. It is now also available in the off-trade, retailing at AUD49.99 (US$36).

"Jack Fire has been introduced into Australia to allow Jack Daniel's to enter new consumer occasions and provide a vehicle for Millennial consumers who like the Jack Daniel's brand image and values, but do not consider straight whiskey in their high energy, mixed gender group drinking occasions," a spokesperson for Brown-Forman said.

The launch is supported by a marketing campaign that includes digital, POS and sampling activations, Brown-Forman said.

Fire was first launched in the US in 2014 and is already providing about three percentage points to total US underlying sales growth YTD and 1.5 percentage points to total company sales growth, according to Brown-Forman's first-half results. In the UK, it has been the most successful NPD spirit launch since Jack Daniel's Tennessee Honey.


Sectors: Spirits

Companies: Brown-Forman

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