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The Goal

Jack Daniel's - The Goal
  • Be stewards of the brand
    and continue to connect with existing and new “friends of the brand”.
  • Brand Champion
    Continue to champion the story of this iconic brand.

The Plan

Jack Daniel's - The Plan
  • Grow the passion for the brand
    Capture and share the stories of the people who make it and enjoy it every day all around the world.

The Execution

Jack Daniel's - The Execution
  • Brand Education Program
  • New Product Launches & Events
  • ORIGINAL PODCAST SERIES & VIDEO STORYTELLING
  • CELEBRITY BRAND AMBASSADORS & MEDIA SPOKESPEOPLE
  • INTERNATIONAL DIRECT MAIL CAMPAIGN
  • WEB & SOCIAL CREATIVE AND EXECUTIONS

The Results

launched new brands

Since 1987, the Jack Daniel’s account team has made the journey from 3 brands to over a dozen. After launching Gentleman Jack, we introduced Single Barrel, Tennessee Fire, Tennessee Honey, Sinatra, most recently, Tennessee Apple and more.

Increased Sales

Jack Daniel’s Old No. 7 is the #1-selling whiskey label in the world that is available in more than 170 countries, beginning with 5MM cases sold annually to now over 20MM.

Podcasts & Documentary

We launched a podcast, Around the Barrel, which ranks in the top 20% of iTunes podcast downloads. Additionally, produced a soon to be released feature length documentary.

Lifelong Partnership

FINN Partners is the official brand historian. We train the future leaders of Jack Daniel's.

Jack Daniel's - The Results

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