Jack Daniel's is expanding its premix range with the introduction of Tennessee Honey & Lemonade.
Premix drinks have become increasingly popular with customers enjoying being able to have one of their favourites in a handy can or bottle. Jack Daniel's has previously released versions with cola and ginger beer and is now looking to integrate its Tennessee Honey whisky into the sector, The Grocer reports.
Since launching Jack Daniel's Tennessee Honey in August 2012, the brand has surpassed all expectations of owner Bacardi Brown-Forman Brands (BBFB). It has become one of the most successful spirit launches of recent years and achieved value sales growth of 53 per cent to £28.3 million, according to a recent Nielsen report.
BBFB is aiming to build on the success of Tennessee Honey by expanding into the premix market. The 330ml can was initially rolled out in selected Tesco stores in early November priced at £2.20. It was officially launched in Tesco outlets nationwide on Tuesday (November 11th).
Speaking to the news provider, Crispin Stephens, BBFB American whiskey trade marketing manager, said: "Jack Daniel's Tennessee Honey has surpassed all expectation and we're confident that this new variant will successfully tap into the consumer need for convenient spirit solutions and further drive category growth.
"Jack Daniel's is a already a premix market leader and whilst Tennessee Honey Lemonade will target similar occasions to Jack and Cola, it will continue to attract new consumers into the trademark."
Smirnoff is another drinks organisation that has been heavily investing in the premix category with the brand launching a multitude of vodka mixes with cola, tonic, cranberry juice and apple juice among others while its Smirnoff Lime brand is also available with cola. The likes of Gordon's Gin, Bulleit Bourbon, Archer's, Bell's and Captain Morgan brands have all also recently released mixed beverages.