PowerPoint Presentation

STORY OF THE NECTOR OF GODS

The Process

JACK DANIELSWhiskeyCountry CocktailsChocolatesRegularLimited & Special EditionLegacy Editions

REGULAR WHISKEY

REGULAR WHISKEY

REGULAR WHISKEY

REGULAR WHISKEY

REGULAR WHISKEY

LIMITED & SPECIAL EDITION WHISKEY

LEGACY EDITION WHISKEY

Socializing, getting high, Cult branding, blending of 50 grains, taste ,status symbol Process, brand stories, customer experiences

Status symbol, A gentle mans: drink, heritagepackagingQuality assurance, vintage experience, taste

The square shaped JD bottle indicating fairness and integrity and the label Old No 7 became a part of its identity and is being maintained from its inception

CUSTOMER VALUE HIERARCHY

PRODUCT HIERARCHY

How Jack Daniels survived the test of time

JD tactfully branded itself Tennessee Whiskey rather than Bourbon Whiskey which was then considered cheap JD sponsored a local Lynchburg Band in 1870s and grew with its popularityJD thrived on word-of-mouth publicity till 1950s except a few ads for regional market Post 1950s it started advertising heavilyThe brand built itself on its heritage value and brand story telling model

In 1950-1970, post prohibition and WW2 there was shortage for suppliesJD was then sold in allocation

AND THE THEY DID THIS!

THE JACK DANIELS EXPERIENCE

JDs loyal customer who went vocal about their loyalty includeSir Winston ChurchillFrank SinatraElvis Presley

Jack Daniels invested in the Rock n Roll movement sponsoring various shows keeping in mind its value of maverick independenceIt thus stuck the cord with the younger generation keeping its value proposition as a traditional yet exciting brand intactIt started thriving on stories of its brand experiences from loyal customers without investing a penny in advertising

JACK DANIELS COCKTAILSJack Daniel's is the alcoholic component of "Jack and Coke", a common cocktail, The "Jack and Coke" is also sometimes called "The Long Island

Jack Daniel's is also the alcoholic component of "Lynchburg Lemonade".

Jack Daniel's is a common choice for the Tennessee Whiskey component of the "Three Wise Men"

JACK DANIELS MERCHANDISE

Jack Daniels distillery tour brings more than 20000 people to Tennessee annuallyThe brand has become the identity of TennesseeIn 2016 commemorating JDs 150th anniversary bike manufacturer rolled out an exclusive Jack Daniels Limited Edition series

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