The Jack Daniels brand has long enjoyed an elite status among brown goods distillers. However, the company had also seen the failure of several brand extensions. When brand managers of parent company Brown Foreman of Louisville, Kentucky first proposed Jack Daniels Country Cocktails, it was met with skepticism. However, first year trials showed potential and BF management agreed to roll it out with a huge national push.

After closely examining JD’s own research it was determined that significant repositioning was involved. To assist in that message a powerful sales film and collateral materials would be required. The film would have to be upbeat, young, and celebrate an active life in recreation, sports and leisure time. This approach was markedly different from the established brand position… but JD felt that they were after a new market here.

Mid-winter locations were selected along Florida’s Atlantic coast in Palm Beach and Jupiter Florida as well as selected retailer locations nationally. Every POS and premium piece that JD had produced was shipped by truck and cataloged on site. Shooting conditions in salt-spray and under variable weather was completed on time and on budget. Producer Christel Crane was able to secure considerable help from local film commissions and became famous for recruiting nearly 100 background extras required for the two-week shoot.

“Pour on the Country” was shown at the national launch prior to the 2nd quarter leisure-time surge. Not only was the launch deemed a success, research showed a new product and cash flow with no discernable cannibalism. Best of all, the brand extension was a hit with an entirely new consumer for Jack Daniels. The net-net was the realization of a secondary goal. A steady erosion of the consumer base was turned into an upward spike in overall sales at a time when competitors were clearly sliding.

Note: the Cranes have shot, directed and produced a series of successful and award-winning films for Jack Daniels including the award-winning “Jack Daniels Remembered” and “Lynchburg Pop 361”.