Recent commentary in Business Insider has highlighted some p.r.e.t.t.y cool things about Jack Daniel's marketing strategy over the years….
140 years old, Jack Daniel’s is a bit of an old boy, but he didn’t solidfy his status quickly. It was in the 1950s that the Jack Daniel’s story was used in marketing. But between the 50’s and 70’s the marketers made the product scarce. “Jack Daniel’s was actually quite hard for stores to acquire – it was available on allocation only. Demand was higher than supply, yet the brand kept advertising” telling people about a product that they couldn’t get hold of, “this heighted its allure” (Business Insider)
The brand has always played on history and legend, hammering home adverts focussed on the old founder Jack Daniel by creating a character and folk lore around him. They’ve associated it with “maverick independence”. A Jack Daniel’s drinker is one of defiance and is closely fixed to pop culture – think rock stars and more recently, according to Business Insider, it has been attaching itself to the notion of an independent American sprit – a notion “that keeps the message remarkably consistent”
Favourite Jack Daniel's tipples:
Jack Daniel’s and Coke: 1 part Jack Daniel’s and 3 parts coke Coke
Dark and Stormy: 1 part Jack Daniel’s mixed with 3 parts ginger ale
Lynchburg Lemonade: 1 part Jack Daniel’s, 1 part triple sec, 1 part sour mix, 4 parts lemon-lime soda. Garnish with lemon
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