As the Australian liquor industry landscape evolves, Brown-Forman 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 Brown-Forman 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.
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