Jack Daniel's whiskey has established itself as a legacy brand through its unique production process, storytelling of its heritage and customer experiences, and ability to adapt to cultural trends over time. It differentiated itself as Tennessee whiskey rather than bourbon and leveraged endorsements from celebrities to gain popularity. Now the brand builds loyalty through its distillery tours, merchandise, and association with cocktails while maintaining its image as a traditional yet exciting spirit.
11. Socializing, getting
high,
Cult branding, blending of
50 grains, taste ,status
symbol
Process, brand
stories, customer
experiences
Status symbol, A
gentle mans:
drink, heritage
packaging
Quality assurance, vintage
experience, taste
12. The square shaped JD bottle indicating fairness and integrity and the label ‘Old
No 7’ became a part of its identity and is being maintained from its inception
14. Jack
Daniels
Product type family:
Single malt, Scotch
whiskey
Product line family :
Whiskey, rum , Beer
Product class family:
80% alcohol, 70% alcohol
Product family : Alcohol ,
Cigarettes
Need family : Get High / Social bonding
PRODUCT HIERARCHY
16. • JD tactfully branded itself Tennessee Whiskey rather than Bourbon Whiskey
which was then considered cheap
• JD sponsored a local Lynchburg Band in 1870’s and grew with its popularity
• JD thrived on word-of-mouth publicity till 1950’s except a few ads for regional
market
• Post 1950’s it started advertising heavily
• The brand built itself on its heritage value and brand story telling model
17. ▣In 1950-1970, post prohibition and WW2 there was shortage for
supplies
▣JD was then sold in allocation
▣AND THE THEY DID THIS!
18. THE JACK DANIEL’S EXPERIENCE
JD’s loyal customer who went vocal about their
loyalty include
• Sir Winston Churchill
• Frank Sinatra
• Elvis Presley
19.
20. • Jack Daniels invested in the Rock n Roll movement sponsoring various
shows keeping in mind its value of maverick independence
• It thus stuck the cord with the younger generation keeping its value
proposition as a traditional yet exciting brand intact
• It started thriving on stories of its brand experiences from loyal customers
without investing a penny in advertising
21. JACK DANIEL’S COCKTAILS
▣Jack Daniel's is the alcoholic component of "Jack and Coke", a common
cocktail, The "Jack and Coke" is also sometimes called "The Long Island“
▣Jack Daniel's is also the alcoholic component of "Lynchburg Lemonade".
▣Jack Daniel's is a common choice for the Tennessee Whiskey
component of the "Three Wise Men"
23. • Jack Daniel’s distillery tour brings more than 20000 people to Tennessee
annually
• The brand has become the identity of Tennessee
• In 2016 commemorating JD’s 150th anniversary bike manufacturer rolled out
an exclusive Jack Daniel’s Limited Edition series
