Jack Daniel's

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.
Author:
Publish date:
Social count:
0

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.

“The licensing programme aims to broaden the brand’s exposure by entering new distribution channels across a range of products closely associated with the brand,” explains Louise French, associate VP at The Beanstalk Group. “It strengthens relationships with loyal Jack Daniel’s customers and reaches out to new ones who have not yet experienced the brand. Licensed product extends the brand into the consumer’s lifestyle outside of drinking occasions.”

Beanstalk has worked on the European licensing programme for Jack Daniel’s since 2002, refocusing it with high quality authentic products which reflect its key values. Its most successful programmes, says French, support the brand’s promotional efforts and platforms.

Recently signed deals include one with UK food manufacturer Baxter’s for a line of Jack Daniel’s barbecue sauces in four flavours: Original, Chilli, Honey and Smokey. This is the first foray for Jack Daniel’s into the food category in Europe outside of confectionery. Product is available in Sainsbury’s stores and will be added to Tesco, Morrisons and Coop outlets this month.

In addition to this, the brand is also branching into clothing. Fashion company Religion/Buddhist Punk is working on a collection of branded high-end apparel that will sell at the upper end of the market and into fashion independents and department stores.

Says French: “Jack Daniel’s will continue to be very cautious about the categories which they enter. Products will enhance and promote the brand image and help to tell the brand story. Jack Daniel’s believe in a ‘tell not sell’ approach.”

The aim with the new apparel line is to build on the authentic side of the brand. The collection will draw on the history of Jack Daniel’s, using vintage images from its archives. In addition, men’s gifting products will also continue to be developed.

According to French, the UK is the strongest market for the Jack Daniel’s brand outside of the US. “In general, Europe embraces true Americana brands – those that have a heritage that translates into contemporary product,” she says.

However, she’s very clear that Jack Daniel’s licensed products are not sold to the under 18s and all products clearly state the brand’s drinking message: ‘Your friends at Jack Daniel’s remind you to drink responsibly’. Licensed product is also not sold in France, as the Loi Evin law states that you cannot actively promote alcohol and licensed product would infringe this.

“The intent of the licensed programme is to strengthen the bonds that exist between consumers of legal drinking age and the Jack Daniel’s brand by providing them with offerings that fit their lifestyle,” concludes French.

Related

Featured Jobs

Aardman Job Logo 620 x 349

Brand Manager (Maternity Cover)

Part of the brand team, The Brand Manager works closely with several members of the department, including Studio Publicist, Community Managers, Licensing, Sales and Attractions and Live Experiences teams to implement local and international strategies in the form of brand plans and maximising on all activity surrounding the properties.

Universal Job Logo 620 x 349

Senior Graphic Designer, EMEA - Consumer Products

Working in tandem with the Product Development team and reporting into the Design Manager EMEA, the purpose of this role is to drive forward our creativity across all licensed consumer products. As part of the creative team, you’ll be developing exceptional creative assets and product concepts for numerous NBCUniversal franchises that inspire licensing partners across the entire region.

SanrioJob Logo 620 x 349

Creative Manager

Best known for global icon Hello Kitty, Sanrio has a portfolio of more than 400 characters. We license a unique collection of branded gifts, stationery and fashion accessory items while collaborating with the most respected companies in the world. Our EMEA business coordinates the development licensing throughout Europe, Russia, Middle East, Africa, Asia (for Mr Men), Australia and New Zealand. An exciting, permanent opportunity has come up at our London office to lead our Design team as Creative Manager (m/f)

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.