Jack Daniels: How an iconic American brand is 'going global'

This report from the ANA/WFA Global Marketer Conference covers the address of Brown-Forman's CMO about the move to create a global approach to the marketing of its whiskey brand, Jack Daniel's.

Jack Daniel's: How an iconic American brand is 'going global'

Geoffrey PrecourtWarc

Two-and-a-half years ago, Jack Daniel's marketing ecosystem operated with a number of local, independent regional operations - many of which were motivated to do a lot more than to keep the product on shelves.

With its iconic white-on-black label providing instant recognition in some 130 countries, the idea of a formal advertising program may have seemed overkill.

That changed with a new direction in corporate oversight. While parent Brown-Forman (BF) had no reason to be concerned with the bourbon whiskey brand's performance - "Sales of...

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