Drinks firm Brown-Forman has unveiled a new initiative to promote American whiskey in the on-trade.
The ‘American Whiskey Vision’ aims to demystify the drinks category by explaining the various types of American whiskey and liqueurs available to the trade and the differences between them.
Brown-Forman claims the trend for premium spirits represents a “significant” opportunity for American whiskey in the on-trade.
The company, which counts brands such as Jack Daniel’s, Woodford Reserve and Southern Comfort among its brands, said it has identified under-trading areas and hopes its new approach will identify sales opportunities.
A guide, titled ‘Welcome to the World of American Whiskey: The Story of Man and Oak’, advises operators how to maximise sales by ensuring a good balance of American whiskey styles are represented in their range.
It also provides advice to help operators understand which whiskeys they should be stocking.
An American whiskey flavour map has also been developed to enable bars to select styles and flavours appropriate for their clientele.
Crispin Stephens, head of commercial planning and activation at Bacardi Brown-Forman Brands, the company responsible for Brown-Forman’s brands in the UK, said: “American whiskeys have great stories to tell and we have invested significant resources in doing so through the American Whiskey Vision, which takes an impartial category approach to ensure its credibility with our customers.
“The response from customers so far has been overwhelmingly positive as they realise the potential commercial value that a new approach to American whiskey category management could bring.”