Jack Daniel’s – a legend
Jack Daniel's is the world's leading and best-selling American whiskey brand, producing about 90 million litres of whiskey a year. The founder Jasper Newton "Jack" Daniel produced his first whiskey when he was only 14 and sold it in the neighbourhood. Daniels set up the first distillery in 1866 in Lynchburg, Tennessee, thereby setting the foundation for its success.
Even today, the Jack Daniel's brand is associated with the erstwhile marketing strategy of its founder. Daniels dressed like an early 19th century Southern gentleman. The delicate whiskey distiller wore a colourful vest along with his frock coat and a white straw hat, as was customary then for plantation owners in the South. Along with this, he had a neatly trimmed goatee. As early as the late 19th century, this look had fallen out of fashion and was therefore long remembered with the little Daniels and proved ideal for advertising purposes.
To date, the Jack Daniel's company has only been sold once. In 1956, the Brown-Forman Group acquired the company and led it under Daniel’s descendant, his grandnephew Motlow, to world fame.
For a long time, the demand for Jack Daniel's Whiskey outstripped the production volumes, which is why the company simply allotted quantities available to different purchasers. Following this circumstance, Jack Daniel's launched a great advertising campaign with the slogan "We’d rather ask for your patience than your forgiveness (for bad whiskey)".
In 1997, the company responded with the single barrel to the growing demand for high-priced whiskeys and in the 2000s, ready-remixed long drinks in cans were introduced, thereby demonstrating the ability to constantly reinvent and develop their own strong brand.
The typical square design of Jack Daniel's whiskey bottles originated in 1895 and is still used today.