Jack Daniel's makes first foray into cider

Lisa Riley

Bacardi Brown-Forman Brands (BBFB) has added a cider under its Jack Daniel’s whiskey brand for the first time.

The 5.5% abv Jack Daniel’s Tennessee Cider has been made to a unique recipe that combines crisp apple cider blended with the spirit. It will be available in the UK, ahead of any other market and before a global launch, in the on and off-trade nationwide from 1 May (rsp: £4.80).

The NPD would provide Brits with a new way to enjoy Jack Daniel’s, but with “the ease and refreshment” of a premium cider, said Charlotte Ashburner, head of marketing at BBFB, adding it would tap the “great appetite” for cider in the UK.

“We are increasingly seeing drink brands outside of the cider category experiment with the traditional boundaries of cider, triggering consumers to think differently about how they drink it.”




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