Spirits firm Brown-Forman has expanded its American whiskey portfolio with the introduction of a hot cinnamon flavoured Jack Daniel’s variant.
Jack Daniel’s Tennessee Fire blends Jack Daniel’s Old No.7 Tennessee Whiskey with a cinnamon liqueur. It is designed to be served straight as a shot.
The introduction of the new variant follows the launch of Jack Daniel’s Tennessee Honey in 2012.
The launch of Tennessee Fire is backed by adverts in Glasgow and London underground stations and on Channel 4’s on demand service, All4, as well as online and Facebook advertising.
It will also include 3D billboards and outdoor projections across the UK.
Sandra Brunet, head of American whiskey UK at Brown-Forman, said: “We know that the young, adventurous males that make up our target audience tend to prefer a sweeter taste so with its smooth yet fiery cinnamon flavour, Tennessee Fire is set to be a big hit.
“The feedback so far on social media channels has been overwhelmingly positive, so we’re really excited to see how it performs in the coming months.”
Brown-Forman claims 42% of on-trade spirits drinkers in the UK drink shots, with 60% of those customers being male.