Beanstalk builds on Jack Daniel's plan

Iconic American alcohol brand pushes further into UK with food and apparel lines.
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Beanstalk Group is continuing with its plans to extend the Jack Daniel's brand outside of the drinking culture and further into the consumers' lifestyle.

Louise French, associate VP at Beanstalk, told Licensing.biz that the company had recently signed a deal with UK food manufacturer Baxter's for a line of Jack Daniel's barbeque sauces in four flavours: Original, Chilli, Honey and Smokey.

In addition to this, fashion company Religion/Buddhist Punk is to develop a range of high-end Jack Daniel's apparel using vintage images from the firm's archives. A men's gifting range will also continue to be developed.

"The products will enhance and promote the brand image and help tell the brand story," said French. "Jack Daniel's believe in a 'tell not sell' approach."

To read to full brand profile on Jack Daniels, click here.

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The Jack Daniel?s Tennessee Brand is over 150 years old. The trick with the licensing programme, according to Beanstalk which acts as its agent in Europe, is balancing that authentic heritage with its modern rock n roll pop culture.

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