The iconic Jack Daniel’s Old No.7 brand has released the Jack Daniel’s American Serve into the ready-to-drink whiskey category.
Jack Daniel’s new American Serve variety will be released in a short 250ml can, harkening back to the traditional way Jack is served in the USA. The new style serve can be poured into a rocks glass filled with ice to replicate an authentic American pour.
Discussing the new style RTD, Natalie Accari, Marketing Manager Jack Daniel’s Family of Brands states says, “For us, there is nothing like the feeling of being at a bar in the USA and ordering a Jack Daniel’s… the hospitality is great and US bartenders tend to favour just a splash of mixer to cut the whiskey…that’s the authentic taste and feeling we are bringing to Australian consumers through Jack Daniel’s American Serve”.
The new American serve has an ABV of 10% but contains only two standard drinks, and brings the whiskey front and center, giving Australian consumers more of the smooth bold flavour with less mixer, while remaining a responsible and measured choice.
The Jack Daniel’s American Serve will be offered in three flavours; Cola, Traditional Lemonade, and Dry and will be available in all good bottle shops from September with an RRP of $25.99 for a four-pack.
The launch will be supported by an integrated marketing campaign spanning outdoor, digital, social and in-store media as well as an exciting series of experiential events to be announced in the coming months.