Jack Daniel’s Tennessee Whiskey grew 6% by volume in the UK according to Brown Forman’s 2015 Annual Report, with a 36% volume growth in Jack Daniel’s Tennessee Honey, the biggest year of growth for the brand since it launched in 2013.
Nielsen data shows the American whiskey category is in double digit growth in the UK.
The UK is identified as a “key” European market for the company which has cited “favourable American whiskey trends” as a target for investment over the next year.
Growth in the UK of the super-premium bourbon brand Woodford Reserve will see targeted investment including “capital spending to expand capacity and in consumer communications” to expand the brand’s profile in bars and pubs.
Southern Comfort saw a decrease in sales of 4%, which Brown Forman said it will combat with efforts to enhance and broaden the consumer appeal of the brand.
Brown Forman, chief executive officer Paul C. Varga, said: “At a time when consumers are clamouring for authentic American whiskey, we feel fortunate to have one of the best whiskey portfolios in the world, anchored by the iconic Jack Daniel’s trademark.
“While Jack Daniel’s Tennessee Whiskey is our largest brand, our super-premium and above brands are becoming meaningful contributors to our growth. These brands have the history, heritage and authenticity that position them well to address the desires of the growing legion of American whiskey advocates.”