Brown-Forman has added a premix extension to the blackberry-flavoured SKU of flagship whiskey Jack Daniel’s in the US, barely a year after the full-strength variant’s release.
The company, which added Tennessee Blackberry to the American whiskey’s permanent portfolio in August last year, confirmed the launch in the country of Jack Daniel’s Tennessee Blackberry Mixed With Lemonade this week. According to the brand owner, the RTD is a response to the viral trend of mixing Blackberry with lemonade that it observed last year.
Available nationwide, the 4.8%-ABV premix has an SRP of US$11.99 per four-pack of 35.5cl cans.
“When we launched Jack Daniel’s Tennessee Blackberry last summer, fans quickly fell in love with its signature cocktail of Tennessee Blackberry and refreshing lemonade,” said Jack Daniel’s RTD brand director at Brown-Forman, Mary Beth O’Mara. “After seeing the response, we knew it was the cocktail that earned its can, and we’re excited to bring it to our friends in a format that makes it even easier to enjoy.”
Of Jack’s other flavoured variants, Tennessee Honey also has an RTD sibling that features lemonade, albeit at a stronger ABV of 7%.
In results for the three months to the end of July, when group sales dipped by 1%, Brown-Forman noted that Jack’s three flavour extensions not including Blackberry – Apple, Fire and Honey – were in marked decline sales-wise, while its RTD operations delivered an 11% top-line lift.
