Home' National Liquor News : NLN MAR 2016 Contents 24 | MARCH 2016 NATIONAL LIQUOR NEWS
JACK DANIEL’S TENNESSEE FIRE HEATS UP
AUSTRALIAN DARK SPIRITS MARKET
To capitalise on the growth of flavoured dark spirits, Brown-Forman has launched its Jack Daniel’s
Tennessee Fire into the Australian market.
Flavoured dark spirits are now bigger than the tequila and white rum categories combined and are
growing twice as fast as gin according to IRi scan data MAT 27/12/15.
Jack Daniel’s Tennessee Fire comes in 700ml bottles with a 35 per cent ABV and retails for
$49.99 . It combines the legendary Jack Daniel’s Old No.7 with a fiery cinnamon liqueur, which is
sweet and spicy with notes of vanilla.
Natalia Kowalczyk, brand manager, Jack Daniel’s family of brands, told National Liquor News:
“Jack Fire has been introduced into Australia to allow Jack Daniel’s to enter new consumer
occasions and provide a vehicle for millennial consumers who like the Jack Daniel’s brand
image and values, but do not consider straight whiskey in their high energy, mixed gender group
LAUNCHES LOW ABV
Brown-Forman Australia has
launched a new easy to mix, low
ABV, low calorie vodka product at
an accessible price point for young
LBD is aimed at 18 to 24-year-
old female consumers and
comes in three flavours, Lime
Watermelon, Classic and Peach
Raspberry. It comes in sleek 500ml
bottles, has a 20 per cent ABV and
an RRP of $23.
Olivia Preston, brand manager
– Casa Herradura, Chambord
and Vodka at Brown-Forman,
said: “The launch of LBD is being
supported through the line with
an exciting advertising campaign
on YouTube, Facebook and
Spotify specifically targeting 18
to 24-year-old females and the
‘getting ready to go out’ occasion.
“In-store the brand has a suite
of striking point of sale, most
notably a free standing yet compact
display unit on which you can
merchandise LBD alongside
lemonade, really driving home our
simple mixability message.”
STOLEN SPIRITS AUSTRALIA CHANGES
Stolen Spirits has announced that Think Spirits
is the new exclusive distributor of Stolen Rum in
Australia as of 29 February 2016.
Previously distributed by Beam Suntory/CCA,
the company has three of its award-winning
SKUs available in Australia – Stolen Spiced,
Stolen Gold and Stolen White.
Jamie Duff, Stolen founder, says that he
believes Think Spirits is a great team of people
that the brand will be fortunate to work with.
“Brands are built over time, brick by brick, by
having good products and even better people and
teams,” he says.
Kyle Melnyk, chief executive for Stolen Spirits AU/NZ, says that Think Spirits shares his company’s vision
and strategy for Stolen.
“The next phase in our journey will be an exciting one of growth, product development, and disruptive
activity that our brand has become known for,” he says. “We also want to take the opportunity to thank Beam
Suntory and CCA for their efforts on building and growing Stolen over the last two years.”
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AC/DC BOURBON & COLA
ROCKS INTO THE INDIES
A rocking new RTD has entered the independent trade
with the release of the AC/DC Bourbon & Cola.
AC/DC Bourbon & Cola collectible cans are now
available at independent liquor stores nationwide, offering
exclusively created bourbon for this limited edition
release. Each can, to be released periodically throughout
2016, will be showcasing one of the band’s catalogue of
iconic album covers.
The first can to be released is the ‘Rock or Bust Can’ in honour of AC/
DC’s 17th album, which reached number one in 12 countries.
The bourbon was sourced by Boab Tree Wines who worked with Tru Blu Beverages to create
the perfect flavour profile. It is 4.6 per cent ABV and retails for $18.99 per four-pack or $90 per case.
Walt Kenard, partner at Boab Tree Wines, told National Liquor News: “Boab Tree is proud to be associated
with the unique opportunity of bringing AC/DC Bourbon & Cola to market. Through nearly a year of
researching licensing options in the liquor industry, we think we have found the erfect combination of a drink
to complement such an iconic band. It has been a massive effort for the team here to develop our taste profile,
which after dozens of focus groups of bourbon drinkers, we have AC/DC Bourbon & Cola.”
In 2011 the Aussie rockers released a range of AC/DC branded wines in conjunction with Warburn Estate and
then in 2013 they released a limited edition super-premium 2010 Barossa Valley Shiraz. Last year, they teamed
up with Aldi supermarkets to release an AC/DC line of beer in Australia.
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