3 minute read
Brown-Forman
from Drinks Guide 2016
by Racs Salcedo
SUPPLIER PARTNERS Brown-Forman
MICHAEL MCSHANE, MANAGING DIRECTOR - AUSTRALIA, NEW ZEALAND AND SOUTH EAST ASIA
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As the Australian liquor industry landscape evolves, BrownForman continues to adapt and deliver growth again in a challenging market. This has been accomplished through consistent, focused brand building and strategic investment behind our complete portfolio, specifically the Jack Daniel’s trademark and our premium North American Whiskey portfolio of Woodford Reserve.
The business has been driven through thoughtful and timely innovation across traditional glass and RTD formats, which has resulted in the following line extensions in the last six months: • Jack Daniel’s Tennessee Fire; • Jack Daniel’s Sinatra, Century and Gold; • Jack Daniel’s Double Jack RTD 10 pack.
Looking ahead, we have a very special and unique opportunity to share our stories in a meaningful way as we celebrate the 150th anniversary of the Jack Daniel Distillery in 2016. But this is not just about an anniversary; it means we’ve been able to produce the world’s favourite whiskey in one way for 150 years and counting. Throughout 2016, we will engage with both consumers and trade so as to celebrate this milestone and ensure that this anniversary will be remembered for the next 150 years.
In 2016, we will stimulate both consumer and category interest with innovation across the BrownForman portfolio. One piece of this innovation is LBD, a new easy to mix, low ABV (20%), low calorie vodka product at an accessible price point for young adult females.
LBD is aimed at 18 to 24-year-old female consumers and comes in three flavours: Lime Watermelon, Classic and Peach Raspberry.
In addition to low ABV, we will also continue to evolve our premium North American Whiskey portfolio. Woodford Reserve will expand through line extensions of Double Oaked and Rye, supported by various event and consumer activations, which will assist in the ongoing success and growth of this trademark.
Woodford Reserve Double Oaked was recently named the 2015 Best in Show at the Whiskies of the World Awards in Austin, Texas. In addition to the title, Woodford Reserve Double Oaked was proud to receive a Gold Medal. Made in the traditional style of Kentucky Ryes, Woodford Reserve Kentucky Straight Rye Whiskey delivers bold flavours of pepper and tobacco with a long fruit and sweetly spiced finish.
Finally, the Jack Daniel’s family will welcome two new premium extensions to assist in the celebration of the 150th Anniversary, including the 150th Anniversary Limited Edition and 150th Anniversary Super Premium expression.
Brown-Forman continues to evolve to the changing market dynamics and will compete effectively in the FS and RTD space with innovations that are of strategic importance by putting the LDA consumer and brand at the centre of its business.
HEAD OFFICE ADDRESS
Level 6, 280 Elizabeth Street, Surry Hills, NSW 2010 Tel: 02 9764 8777 Fax: 02 9764 8999 Web: www.b-f.com.au Email: Australia_Customerservice@b-f.com Key Contact: Michael McShane Key Contact Sales: Andrew McNamara
SOCIAL MEDIA
Facebook:
www.facebook.com/ChambordAustralia www.facebook.com/elJimadorAustralia www.facebook.com/GentlemanJackAustralia www.facebook.com/JackDanielsAustralia www.facebook.com/JagermeisterAustralia www.facebook.com/WoodfordReserve
Youtube:
www.youtube.com/JackDanielsAustralia www.youtube.com/WoodfordReserve STATE OFFICES
VIC
Level 9, 468 St Kilda Road, Melbourne, VIC 3004 Tel: 03 8866 5658
SA/NT
1st Floor, 14 Ebenezer Place, Adelaide, SA 5000 Tel: 08 8418 7111
WA
Level 1, 9 Havelock Street, West Perth, WA 6005 Tel: 08 9480 3444
QLD
Level 2, Logan House South, 25 Donkin Street Tel: 07 3010 2000
NSW
BRANDS DISTRIBUTED
Chambord, el Jimador, Finlandia, Gekkeikan, Herradura, Jack Daniel’s Old No. 7, Jack Daniel’s 1907, Jack Daniel’s Gentleman Jack, Jack Daniel’s Single Barrel, Jack Daniel’s Tennessee Honey, Jägermeister, Tuaca Liqueur and Woodford Reserve, Woodford Reserve Double Oaked, Woodford Reserve Rye, LBD, Jack Daniel’s Fire, Old Forester, Jack Daniel’s Gold. TOP MEDALS/ACCOLADES AWARDED
Drinks Industry Awards 2015 • Australia’s Most Loved Spirit
Brand – Jack Daniel’s
Australian drinks Awards 2014
• Most Loved Brand – Chambord • Best Social Media Campaign – Chambord • Best Advertising Campaign (Other) – Chambord
2015 Ultimate Spirits Challenge
• Excellent & Highly Recommended –
Woodford Reserve Distiller’s Select • Extraordinary/Ultimate Recommendation - Woodford Reserve Double Oaked
Other
• Maximum 100 per cent score -
Corporate Equality Index - Human
Rights Campaign 2015
2015 San Francisco World Spirits Competition
• Double Gold - Woodford
Reserve Double Oaked
TOP BRANDS
Jack Daniel’s Family of Brands Woodford Reserve Family of Brands LBD Finlandia Chambord Old Forester
