published Wednesday, May 25th, 2011

Jack Daniels rolls out its first new liqour in a generation

by Adam Crisp

For 145 years, the Jack Daniel’s brand has been synonymous with one thing: Tennessee whiskey.

Brown and 90 proof, the Old No. 7 brand hasn’t changed much over the years, and that’s a big part of the company’s sales pitch.

But Jack Daniel might be rolling in his grave this summer as the company rolls out Tennessee Honey, its first new liquor in nearly a generation.

The new beverage is Old No. 7 whiskey, the brown sour-mash liquor that’s been around forever, mixed with a blend of Jack’s own honey liqueur. It has a sweeter taste that’s meant to appeal to a different audience.

“It’s a whole lot of Jack and a little bit of honey,” said Casey Nelson, the Tennessee Honey brand manager. “The honey liqueur adds a unique texture, a sweeter profile.”

The new concoction is all about grabbing new consumers, Nelson said.

“Jack Daniel’s has been around a very long time, but the introduction of Tennessee Honey is about allowing our existing drinkers to find a new way to consume Jack’s whiskey and to find new drinkers who aspire to the values of Jack Daniel,” he said.

Jack Daniel’s is one of the most recognizable brands in the adult beverage industry, but a lot of people just don’t like brown liquor. That genre, in general, has seen U.S. sales decline in recent years.

In 2010, Jack Daniel’s saw strong international growth in markets such as Mexico and Poland, but domestically sales fell by 1 percent, according to The Associated Press.

This new drink, Nelson said, is 70 proof, and the distillery is hoping its sweeter taste is a blend that could be enjoyed by a range of audiences.

“The target is the millennial generation, men and women ages 21 to 29,” Nelson said.

To spread the word, Nelson said, the company is turning to online social networking sites such as Facebook and Twitter to reach out to younger consumers.

Without getting into specifics about its sales numbers, Nelson said Tennessee Honey is held out as a game changer.

“It’s a big deal for Jack,” he said. “Jack doesn’t do new things very often. It’s been more than a generation since we introduced Jack Daniel’s Single Barre. That was our last new brand.”

Contact Adam Crisp at or 423-757-6323. Follow him online: and

about Adam Crisp...

Adam Crisp covers education issues for the Times Free Press. He joined the paper's staff in 2007 and initially covered crime, public safety, courts and general assignment topics. Prior to Chattanooga, Crisp was a crime reporter at the Savannah Morning News and has been a reporter and editor at community newspapers in southeast Georgia. In college, he led his student paper to a first-place general excellence award from the Georgia College Press Association. He earned ...

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chatttn said...

Oh boy, more good cough medicine will be hitting the shelves! It really is better than anything you can buy. Plus you don't mind being sick quite as much. In fact, you don't mind much of anything quite as much. lol

May 25, 2011 at 9:25 a.m.
rolando said...

The folks who don't like "brown liquor" haven't met the water-clear, smooth as silk stuff brought to us today by the descendents of the folks who taught Jasper "Jack" Daniel how to make proper whiskey to begin with -- our great friends in SouthEastern Tennessee.

Or so the story goes...

May 25, 2011 at 6:31 p.m.
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