Jack Daniel's

9 (11)

Jack Daniel’s

Sales: £221.6m Growth: +9.3%

How’s this for a sign of the times? Britain’s best selling whisky brand is no longer a Scotch, but an imported whiskey, with an ‘e’ - Jack Daniel’s, to be precise.

Jack is up £18.9m, thanks partly to a 6% fall in price driven by featured space deals at key points of the year. “JD has continued to grow shopper penetration,” says BBFB head of commercial planning & activation Crispin Stephens. “American whiskey category share is steadily increasing, led by Jack Daniel’s brands.”

It’s not all about piling Jack high; NPD is playing its part. The honey variant launched in 2012 added £2.1m; Tennessee Fire racked up £3.1m in its first year. The Honey & Lemonade RTD unveiled in 2014 hit £1.3m. Not a bad way to celebrate one’s 150th anniversary year!