Commenting on the decision to bring the newest member of the Jack Daniel’s family to South Africa, Brown-Forman marketing manager (South Africa) Dino D’Araujo says, “The research conducted in South Africa was overwhelmingly positive. Much like the US, South Africans are favouring a sweeter palate and Jack Daniel’s Tennessee Honey is perfectly balanced to meet this. It’s still a whole lot of Jack, now with a little bit of honey.”
A teaser and reveal mechanic through emailers and video clips has been executed as part of the South African launch campaign in order to peak interest. The local Jack Daniel’s Facebook
page has been ‘taken over’ by the new Tennessee Honey and will be featuring more content on the new product over the coming months. A print and cinema above-the-line campaign will also be rolling out and in addition, Jack Daniel’s will be looking at ways to encourage fans of the brand to experiment with the new Jack Honey due to its versatility.
Tennessee Honey combines rich notes of natural honey-comb, sweet molasses and roasted chestnut which complement the distinctive nose of classic Jack Daniel’s. It has a smooth finish with a honey and nut character.
Available from July 2012 at leading liquor merchants, it will cost R190.