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UK: Jack Daniel's Honey set to hit UK

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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.

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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


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