Jack Daniel's adds to its premix range

Jack Daniel’s has introduced its first cocktail to its premix range, offering its off-trade customers the opportunity to enjoy a serve which is already established and popular in the on-trade.

Jack Daniel’s Lynchburg Lemonade is made using three ingredients: Jack Daniel’s Tennessee Whiskey, Triple Sec and traditional Lemonade. The new variant, which is packaged in a 33cl format, aims to tap into the current market trend for lighter, fruit flavours.

To maximise sales, Jack Daniel’s, which is owned by Brown-Forman and distributed by Bacardi Brown-Forman Brands in the UK, recommends retailers stock the new variant alongside other products within its existing premix range, which includes Jack Daniel’s & Cola, as well as Jack Daniel’s Tennessee Honey & Lemonade and Jack Daniel’s & Cola Light.

Charlotte Ashburner, head of marketing at Brown-Forman, said: "As the leader of the American whiskey category in the UK, we are excited to be introducing this delicious new cocktail to the range, just in time for the summer. We know that consumers love the convenience of being able to enjoy their favourite Jack serve in a ready-to-drink format, so given its popularity in the on-trade, it seemed fitting that we bring Jack Daniel’s Lynchburg Lemonade to the premix range. The serve will be a key focus for our consumer marketing activity this summer, so we are confident that its launch will help to drive increased profits for our trade customers, ensuring the premix category continues to thrive.”

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