“There are two major areas of innovation focus for us: Jack Daniel’s American Single Malt Whiskey and the Jack Daniel’s Bottled in Bond Collection. The single malt is different from anything we have ever done.”
So said Jack Daniel’s Master Distiller Chris Fletcher, speaking to The Moodie Davitt Report at the recent TFWA World Exhibition about the company’s drive for newness in its core branded offer.
As reported, Brown-Forman has introduced the travel retail-exclusive Jack Daniel’s American Single Malt, the brand’s first permanent expression crafted from 100% malted barley. The 1-litre, 45%ABV expression has an RRP of US$99.99. The initial production run was 15,000 nine-litre cases.
Jack Daniel’s American Single Malt features a 100% malted barley mash bill that is ground, fermented and distilled at its home in Lynchburg, Tennessee. The whiskey is charcoal mellowed and then aged in new, charred American oak barrels before being finished in Oloroso Sherry Casks.
Its distinctive packaging features a cork stopper and an embossed distillery stamp of America’s first registered distillery.
Fletcher said: “When we began experimenting with a 100% malt grain bill back in 2012, we knew it would be critical to put our own stamp on timeless single malt traditions and craft.
“We had to marry our barley, the main ingredient, with the right casks, and the oloroso sherry casks gave the malt a lovely balance. We entered it into the sherry butts in January 2020, where they stayed for over three years. What we have is a creamy smooth nose, a malt sugar flavour, a sweet finish.”
Fletcher added that the single malt is the “most different and probably the most challenging innovation ever for us”.
Elaborating, he said: “Among the challenges was learning what a malt whiskey is or can be. In the US, many people assume it means it’s peaty though that is not the case. We didn’t know what the vision should be at the start. With our innovation we start small with the liquid, then we have years as it ages to figure out the finishing touches and how it should be matured. We had no idea we’d end up with sherry casks for example with the single malt.
“We knew we wanted something that was right for an American whiskey. There was never an intent to create a Scotch style expression. There are some cues that are similar, but we run it through an American process and we don’t claim it is anything but a Tennessee whiskey.”
To mark the launch in travel retail, Jack Daniel’s is hosting more than 40 duty free activations at airports worldwide, reaching an estimated 13 million travelling shoppers. Plans are in place to offer 60,000 tastings of the new expression across these activations, following initial official releases with retail partners at London Heathrow and Singapore Changi airports.
On the results to date and reaction, Brown-Forman Global Travel Retail Marketing Director Stéphane Morizet said: “The early consumer reaction is extremely positive. People are intrigued and curious, whether they are Jack Daniel’s lover or single malt drinkers.
“We are confident. It meets traveller expectations and we ask them often about this, They want to trade up, they want to treat themselves, they want to take a gift with them and they want to explore new tastes. Jack Daniel’s American Single Malt Whiskey delivers on all of those.”
Pricing was benchmarked with the wider market although it was challenging as there is no direct competitor in the American whiskey single malt space. “The US$100 mark was right for us, it made sense and we will learn from that,” said Morizet.
Fletcher said: “It’s the most perfect release for GTR. In my 20+ year career in the industry I cannot think of a more appropriate product for travel retail than this Jack Daniel’s American Single Malt. We can take it around the world, we are able to trial, we are able to meet consumer expectations and I’m excited to see where it goes from here. Our aim now is to grow, make sure we produce it consistently and scale this launch.” ✈
