Branching in to cider sector

Firm behind US whiskey brand launches new product

THE firm behind Jack Daniel’s has taken the American whiskey brand in a new direction – with the launch of Jack Daniel’s Tennessee Cider.

• Jack Daniel’s Tennessee Cider is a blend of apple cider and Jack Daniel’s Tennessee whiskey.

Launched in the UK on-trade earlier this month, the product is described as a blend of apple cider and Jack Daniel’s whiskey.
Introduced in the UK ahead of a global launch, the Jack Daniel’s cider has an ABV of 5.5% and is said to be best-served chilled straight from the bottle.

We are seeing drinks brands outside of cider experiment with its traditional boundaries.

Charlotte Ashburner, head of marketing at Bacardi Brown-Forman Brands – the firm behind Jack Daniel’s in the UK, said the new product has been launched to tap into the “growing popularity of cider in the on-trade”.
“There is a great appetite for cider amongst UK consumers, and the launch gives people a new way to enjoy Jack Daniel’s Tennessee Whiskey, that has all the bold attitude of Jack, but with the ease and refreshment of a premium cider,” she said.

“We are increasingly seeing drinks brands outside of the cider category experiment with the traditional boundaries of cider, triggering consumers to think differently about how they drink it.
“With summer on the way, it’s the perfect time to go stock up the fridge with this bold new innovation from Jack Daniel’s.”