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Jack Daniel’s launches new Tennessee Cider

By Daniel Woolfson , 06-Apr-2017
Last updated on 05-May-2017 at 10:35 GMT2017-05-05T10:35:37Z

Innovative: Jack Daniel's Tennessee Cider will be avaialble in 330ml bottles
Innovative: Jack Daniel's Tennessee Cider will be avaialble in 330ml bottles

Jack Daniel’s (JD) has set its sights on the UK cider market with the launch of whiskey-blended Jack Daniel’s Tennessee Cider to the on-trade.

The cider (5.5% ABV) is blended with Jack Daniel’s Tennessee Whiskey. It will roll out in 330ml bottles across UK pubs and restaurants from 1 May.

Charlotte Ashburner, head of marketing at Brown Forman, which owns JD, said: “We are increasingly seeing drinks brands outside of the cider category experiment with the traditional boundaries of cider, triggering consumers to think different about how they drink it.”

Growing popularity

JD said the innovation reflected the growing popularity of cider in the on-trade, with CGA reporting 2.4% growth in the category for the year to 6 August 2016.

JD master distiller Jeff Arnett told The Morning Advertiser (MA)  last year, the brand planned to grow its presence in UK pubs.

'Healthy' UK business

He said: “The UK was one of the first export [destinations] for JD… it is the largest, and of all the 160 countries we export to, we feel like keeping business here healthy.

“The pub culture is very valuable to us to understand and it’s something we will continue to work on.”

Both Jack Daniel’s Tennessee Whiskey and premium variant Gentleman Jack ranked in MA’s Top 100 Drinks list last year, coming in 14th and 53rd respectively. 

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