How Do You Sell Jack Daniel’s Overseas? Make It More American

Pre-mixed Jack Daniel's and cola, for sale in a German gas station. In order to keep up with demand for the Tennessee whiskey and its related products, Jack Daniel's parent company is spending $100 million to expand the Lynchburg distillery. Image: Gingerbeardman/Flickr

Pre-mixed Jack Daniel’s and cola, for sale in a German gas station. In order to keep up with demand for the Tennessee whiskey and its related products, Jack Daniel’s parent company is spending $100 million to expand the Lynchburg distillery. Image: Gingerbeardman/Flickr

The makers of Jack Daniel’s say their biggest growth in sales is outside of the U.S. But overseas marketing for the Tennessee whiskey emphasizes its American roots.

This ad for Jack Daniels features some of the characters that inhabit the town where the liquor is made-Lynchburg, Tennessee.

It’s 100 percent American, but the ad aired in the UK. That country, along with Germany and South Africa, are some of the fastest growing markets for the Tennessee whiskey.

Jennifer Powell is senior brand manager, and the great grand niece of Jack Daniel himself.

 “We’re an American brand and we’re damn proud of it. So, there’s a delicate balance, between introducing your product into emerging markets that don’t have the level of development that we so enjoy here in the U.S. and staying true to who you are.”

Powell says another overseas selling point for Jack Daniel’s is the fact that Moore County, home of Lynchburg, doesn’t allow alcohol sales.

It’s such an important part of the Jack Daniel’s mystique that Powell says she doesn’t think most residents would vote to make Moore County wet.

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