-‘Sip… Sip… Ahhhhhhhhhhhh! That’s a fine taste!’ In terms of brand value in millions of dollars, Jack Daniel’s had the most valuable spirits brand in the western world in 2021, only overcome by Chinese super giant producers of baijiu spirits, like Kweichow Moutai or 宜宾五粮液股份有限公司. ¹

Jack Daniel’s was founded in 1875 in Lynchburg, Tennessee, and it is still produced over there. Every single drop of Jack Daniel’s Tennessee Whiskey sold in the 160 countries where is present, comes from that small city in Tennessee. Ironically, Lynchburg is a dry city, meaning that no alcoholic beverages can legally be sold. But, how does Jack Daniel’s do to be present in many countries with only one production plant in the world?

Part of the success is because Jack Daniel’s has persistently marketed its whiskey through advertisements, tours in the distillery, sauces, and even a line of Jack Daniel’s clothes produced by Wrangler. They aim to employ images of the rural and the Lynchburg locals in order to explore a romanticized past. The focus on a slower pace, social coherence, and community values correspond to an agrarian ‘south’ that served as an exponent of anti-modernity. ² Jack Daniel’s, and Lynchburg have become an international tourist destination, and the brand is more iconic than ever, just like their square bottles that reduce space-waste when transporting it.

Did you know that you can purchase a barrel of Jack Daniel’s full of whiskey, which includes 52 gallons (200 liters or 250 bottles of the Old No. 7), an engravement, and a lovely customizable silver medallion? It’s just $10,000 USD ³

Its international success is also due to Proper Logistics! Crown holdings Inc. once designed a special packaging for Jack Daniel’s. Since the size was custom-tailored to the shape of the bottle, the new footprint helped maximize production efficiency on the packaging lines, while significantly reducing cycle time. ⁴

Finally, Jack Daniel’s success has lots to thank for Globalization. The supply side of the market has witnessed the emergence of global brands from every corner of the developed and developing world. For instance, the American brand Jack Daniel‘s success in China and Europe has helped the company to sell more whiskey abroad than in the United States. ⁵

I recommend you this video, and an Old-Fashioned whisky with 100% Jack No. 7 😉

¹ – Statista (2021). Most valuable spirits brands worldwide in 2021, based on brand value (in million U.S. dollars). Taken from https://www.statista.com/study/23157/spirits-brands-jack-daniels-dossier/

² – Larsen, T. (2010). The Jack Daniel’s Experience: Communal Performances and the Marketing of Place. Taken from https://www.webofscience.com/wos/woscc/full-record/WOS:000284295200004

³ – Jack Daniel’s Properties, Inc. (2022). Single Barrel Personal Collection. Taken from https://www.jackdaniels.com/en-us/whiskey/single-barrel/personal-collection/inquiry-form

⁴ – Canadian Packaging (2004). Hit the road Jack! Taken from https://www.scopus.com/record/display.uri?eid=2-s2.0-2542472490&origin=inward&txGid=d1b78ddf2746b02f13492b4064d3ea51&featureToggles=FEATURE_NEW_DOC_DETAILS_EXPORT:1

⁵ – Torelli, C. & Cheng, S. (2015). Globalization, culture, and consumer behavior. Taken from https://www.scopus.com/record/display.uri?eid=2-s2.0-84954211826&doi=10.1017%2fCBO9781107706552.027&origin=inward&txGid=325b808cdd3cc279e6a29f20a882099b&featureToggles=FEATURE_NEW_DOC_DETAILS_EXPORT:1