Brown-Forman leans into super-premium strategy for Jack Daniel’s GTR NPDs
Jack Daniel's introduces aged-statement whiskeys for the first time in over a century, using innovative warehouse maturation techniques to create expressions ranging from 10 to 14 years old
Brown-Forman owned Jack Daniel’s is embracing an ambitious strategy to evolve its iconic Tennessee Whiskey offering with new product developments (NPDs) on show at the recent TFWA Asia Pacific conference in Singapore, set to broaden its global travel retail offering. The brand, long synonymous with its Jack Daniel’s Old No. 7, is now leaning into the super-premium spirits category, driven by exclusive product releases, aged statements and high-impact activations in key international airports.
“Our growth strategy for Jack Daniel’s is still centered around being a Tennessee Whiskey, with Old No.7 at the core,” Laura Smith, Global Marketing Manager, GTR at Brown-Forman told GTR Magazine. “But increasingly, we’re shifting our focus to the super-premium category and expanding our range to meet the evolving tastes of modern whiskey drinkers.”
Spotlight on Single Barrel
At the heart of the Jack Daniel’s portfolio is its Single Barrel range – a collection that continues to gain traction globally.
The Single Barrel 100 Proof, bottled in bond and matured in handcrafted oak barrels, is a good example of a GTR exclusive that has become a flagship offering. “We're doing a lot more with Single Barrel, focusing on top airport locations for brand activations from a visibility
perspective, but also how we bring this story to life and use it as a halo for the rest of the trademark,” Smith explained. “We want travelers to trade up and explore the different expressions.”
Jack Daniel's continues its McLaren F1 partnership in 2025 with a limited edition 43% ABV whiskey, featuring activations in key race markets including Abu Dhabi, Dubai, Mexico, and São Paulo
While Jack Daniel’s traditionally emphasized its core offerings, Smith acknowledges that the brand has historically under-indexed in the super-premium segment. “That’s changing,” she said. “We’re now seeing real traction at home in the US but also now in Asia, where there’s significant headroom for growth.”
Range building in GTR
As much as Europe and the US are Jack Daniel’s strongholds, Smith explained the brand has potential for more growth in the super premium plus segment, that Brown-Forman hasn't fully realized yet.
“But Asia, especially, is the key region where we see a lot of development potential through working closely with our partners,” added Smith.
Jack Daniel's Old No. 7 remains the iconic core while serving as the foundation for the brand's expansion into super-premium whiskey offerings
“We’re increasingly talking to customers about the breadth of the Jack Daniel’s range and how it offers these different products for different shopper needs and with different price points. We’ve got a really good ladder going from entry point with the Jack Daniel’s Tennessee flavors range [Honey, Fire and Apple first and next will be Blackberry], up through Gentleman Jack, the Bonded Series, Single Barrel and then our American Single Malt that we launched end of 2023, which is now expanding globally,” said Smith.
Aged statements
A major development for GTR is the reintroduction of aged-statement whiskies to the Jack Daniel’s lineup – something not seen for over 100 years.
“This is the first time we’ve launched aged-statement Tennessee whiskey internationally,” said Smith. “It’s incredibly special, not just for us as a brand, but for the entire category.”
The 2025 Aged Series has introduced the 10-year-old Batch 4 to GTR and other select international markets. At home in the US, the brand has also released 12-year-old Batch 3, and the recent (Feb 2025) debut of a 14-year-old expression – the brand’s first in modern history.
Jack Daniel's debuts its first aged-statement Tennessee whiskey in over 100 years with the 2025 Aged Series, featuring a 10-year-old expression bottled at 48.5% ABV
The series showcases not only Jack Daniel’s eagerness for aged statements, but also its understanding for the need to innovate around the maturation process. “We age the barrels at the top of the warehouse where it’s hottest, then move them down to extend maturation,” Smith explained. “This lets us reach 10 years, gently preserving smoothness and mellowness.”
Bottled at 48.5% ABV, the aged series offers a deeper flavor profile characterized by dried fruit notes, classic oak dryness, and a smooth rich finish.
McLaren x Jack Daniel’s
Among Jack Daniel’s high profile initiatives is its ongoing partnership with McLaren Formula One team, which returns in 2025 with a bold new limited edition release to coincide with the F1 calendar.
“This year’s expression has a slightly higher ABV at 43% compared to the core 40%, for Tennessee Whiskey” Smith said. “We’re telling the partnership story in GTR through activations in key race markets – especially the Middle East and Latin America, where F1 enthusiasm is booming.”
With upcoming activations in Abu Dhabi, Dubai, Mexico and São Paulo – and following the brand’s recent presence in Miami – the collaboration is driving global visibility for the Jack Daniel’s collaboration.
“There are over a billion F1 fans worldwide,” said Smith. “When we first started the partnership, McLaren was mid-table. Now they’re right at the front – more camera time, more brand exposure. We like to think Jack has a little influence there!”
Diverse future
As Jack Daniel’s extends its reach into the super-premium world, the brand is looking to set a bold new standard for American whiskey in the GTR channel. With innovation, heritage and high-profile activations at the heart of its growth strategy, the evolution of Jack Daniel’s global presence is well underway.
“We’ve all grown up knowing Jack Daniel’s Old No. 7 as iconic,” Smith concluded. “And it’s that iconicity that enables us to innovate from a place of strength. We’re building a diverse whiskey range – one that’s credible and increasingly premium.”
