Jack Daniel’s Reaches Consumers in New Ways

Mar. 28, 2018

Jack Daniel’s Tennessee Whiskey is always looking to improve. While the distilling process behind the whiskey was long ago perfected, the company continues to find new ways to tell their story and reach consumers. The Jack Daniel’s name and logo is one of the most-recognized brands in the world, and a recent spate of partnerships and programs capitalized on that popularity to spread the company’s message to consumers. Businesses like yours can build on the success of these efforts and reap the rewards of increased visibility and demand for Jack Daniel’s products.

Did You Hear About This?

The first official podcast from Jack Daniel’s is now here. The 12-episode series, “Around the Barrel with Jack Daniel’s” is available for podcast fans, 21 and up of course, who want to learn more about the brand and the wider world of whiskey, according to an official statement

Host Lucas Hendrickson leads the listener on a journey through Lynchburg and the Daniel’s distillery, sharing the history and lore that make Jack Daniel’s a national treasure. Episodes feature appearances from the likes of Master Distiller Jeff Arnett, distillery tour guides and special guests such as R&B artist K. Michelle, Brand Ambassador Eric Tecosky and other industry authorities with a depth of whiskey knowledge to share with audiences.

John Higgins, Jack Daniel’s North America Brand Director praised the new consumer-facing show, saying “We have more than 150 years of stories like this to tell, and we want to provide a new way for our friends and whiskey enthusiasts, some of who may never make it to our homeplace to learn more about our special town and distillery.”

Give the first season a listen now online and share it with your customers. .


Kick Back with New Nikes

Yes, Nike released a special, limited edition Jack Daniel’s-branded Air Force 1 sneaker. A mere 67 pairs of these luxurious shoes were created by famed shoemaker “The Shoe Surgeon,” according to reporting by Lea Weatherby of UrbanDaddy.com. Weatherby describes the shoes as “expertly crafted...with black Horween leather laces and Vachetta leather accents” and adds “these sneakers promise to age just as beautifully as your finest Tennessee whiskey.”

Created to mark the 2018 NBA All-Star weekend in February, the shoes were only available to the general public in a Lynchburg pop-up store and as a special giveaway to seven lucky fans who followed Jack Daniel's on Instagram. The legend of these rare sneakers, on the other hand, will endure in the imaginations of Nike collectors and sneaker fans for years to come.

Get Your Motor Runnin’

Jack Daniel’s is also honoring its rich history and engaging with members of America’s burgeoning motorcycle culture with the 2018 Jack Daniel’s Limited Edition Indian Scout Bobber. According to the Indian Motorcycle website, this team up represents “a shared commitment to quality originality, and craftsmanship” between America’s first registered distillery and America’s first motorcycle company. The design is limited to a production of just 177 bikes, inspired by the Jack Daniel’s distillery fire brigade and its iconic gold and black firetrucks. Jack Daniel’s is unique among distilleries in that it boasts its own fire brigade, staffed entirely by employee volunteers. In the 1930s, the distillery experienced a tremendous fire which shut down operations for several years and led to the creation of the brigade, a story which will no doubt be featured in the “Around the Barrel” podcast. This bike is meant to pay tribute to these brave volunteers and their ongoing work, and the sentiment behind it is one that most whiskey fans are likely to share.

Tennessee Fire Shows Some Heart

The larger Jack Daniel’s family of brands is also supporting firefighters. Jack Daniel’s Tennessee Fire and the iHeartMedia group announced in a recent statement their national effort to raise funds for charities supporting communities impacted by fire. Their organization, “Rise From The Fire” highlights efforts by national and local organizations working to support firefighters, victims of fire and the larger fire community. Funds will be raised through a nationwide benefit concert series featuring surprise headliners delivering exclusive performances.

Casey Nelson, Brand Director for Jack Daniel's Flavor Portfolio, including Tennessee fire, explained how much this effort means to the company. "Rise from The Fire ties directly to an important part of Jack Daniel's history," said Nelson, adding "we are honored to aid in the effort to support firefighters and their communities across the country"

Jack Daniel’s is partnering once again with nationwide charitable organization, The Fire Family Foundation, and will kick off joint fundraising with a $25,000 donation to the foundation with the goal of inspiring additional donations.

Dixie Abraman, Chair of the Fire Family Foundation shared her enthusiasm for the partnership, saying "We are excited to continue our relationship with Jack Daniel's Tennessee Fire for such a worthwhile cause." This is the third time Jack Daniel’s and the foundation have partnered. Abraman elaborated on their history, saying "Rise From The Fire has truly helped us raise awareness and funds to further support our efforts for the fire community."

We hope you share this worthy cause with your own customers, and keep the conversation going. We are thrilled to be a part of the innovative work and charitable efforts of Jack Daniel’s, and we are proud to be your source for their incredible portfolio. Talk to your Breakthru Sales Consultant about growing your business with these brands.
Read Next Article See all Group news

email delivery truck icon

Get news delivered directly to your inbox.

Join our email marketing program for weekly updates on the latest industry trends, product innovations and news.