Why Jack Daniel’s Tennessee Fire Launch is a Slow Burn
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When Brown-Forman launched the first permanent flavored variety of Jack Daniel’s three years ago, the marketer went all-in, plugging the Tennessee Honey line extension with a national TV campaign featuring a “King Bee.”
But the launch of Jack’s second year-round flavored line extension, cinnamon-flavored Tennessee Fire, is being accompanied with decidedly less buzz. Bottles are only available in three states: Oregon, Tennessee and Pennsylvania. There are no glitzy TV ads. And the marketer is still evaluating whether to take it national.
Why the caution? It goes back to “being respectful of the Jack Daniel’s trademark,” said Casey Nelson, senior brand manager for the Jack Daniel’s flavor portfolio. “The more you innovate around a certain idea, there are certain risks associated with that.”
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