Jack Daniel's Legacy

Jack Daniel’s has launched a new green limited edition bottle.

The ‘Legacy Edition’, which features a recreation of a label that would have been found on Jack Daniel’s bottles circa 1904, was designed to celebrate “more than 150 years of Jack Daniel’s rich and colourful history”, said the brand, and will roll out across the brand’s core 43% abv whiskey in Asda from September 8 (rsp: £30/70cl).

It will hold ‘hotspot’ aisle space in the retailer from 8 - 28 November, and will come with an embossed tin sign gift.

It is already available online through the brand’s web store.

The label, which could not be accurately dated, had “a mysterious history, much like that of the brand”, said Jack Daniel’s marketing director Sandra Brunet, offering “the perfect gift in the lead-up to the festive season”.

It comes as the Jack Daniel’s brand ranked ninth in The Grocer’s Britain’s Biggest Alcohol Brands 2018 report, having grown value sales by 10% (£24m) over the past year to £246.1m [Nielsen 52 w/e 21 April 2018].