October 6, 2021 (IANSlife) Consolidating its leadership position in the flavoured whiskey segment, Jack Daniel’s has launched Tennessee Apple in India. This is the third flavoured whiskey to be introduced in India after Tennessee Honey and Jack Daniel’s Tennessee Fire.
Tennessee Apple is crafted from the iconic Jack Daniel’s Tennessee Whiskey, charcoal mellowed and matured in new American oak barrels, and apple liqueur made from the highest quality ingredients. Jack Apple is a deliciously smooth and refreshing apple-flavoured whiskey that’s uniquely Jack.
“Jack was known for being an innovator and always exploring how to do things differently, including adding different flavours and ingredients,” said Jack Daniel’s Master Distiller, Chris Fletcher. “Tennessee Apple is a perfect blend of crisp, green apples enhanced by the sweet bold notes of Jack. It is like a freshly picked apple in a glass of Jack”.
Says Siddharth Wadia, General Manager – India, Middle East and North Africa, BrownForman Worldwide LLC, “After a great response to our other flavoured whiskey brands, we are excited about our latest offering to our consumers in India and I am sure will help us expand the Jack Daniel’s consumer franchise in the country”. “With in-home consumption on a rise and consumers looking for varied options, Jack Daniel’s Tennessee Apple will surely connect with not only existing friends of Jack but also enable us to make new friends”.
IANSlife caught up with Jack Daniel’s Master Distiller, Chris Fletcher at the launch to get all the details on the new flavour.
Can you tell us about Tennessee Apple?
Fletcher: Jack Daniel’s Tennessee Apple is one of our latest innovations for Jack Daniel's Trademark. It is crafted from the iconic Jack Daniel’s Tennessee Whiskey, charcoal mellowed drop by drop and matured in new American oak barrels, and apple liqueur made from the highest quality ingredients to deliver a delicious Jack Daniel’s experience. Jack Apple is a deliciously smooth and refreshing apple-flavoured whiskey that’s uniquely Jack. I think it is a perfect blend of crisp, green apples enhanced by the sweet bold notes of Jack. It is almost like a freshly picked apple in a glass of Jack!
It is our third flavoured whiskey to be introduced in India after Jack Daniel’s Tennessee Honey and Jack Daniel’s Tennessee Fire.
Whiskey has made inroads with millennials, do you think this is because of the millennial ideology of quality over quantity and investing in the best?
Fletcher: Today with the rapid advent of digital media, the world has truly shrunk. Millennials the world over are totally clued in to the latest trends and brands across the world. And with increasing aspirations, disposable incomes, and exposure to global brands, I believe they are more open to experimentation and trying out newer things and different whiskeys from around the globe. In my opinion, this is another reason behind the rapid growth of flavoured whiskeys as the young legal drinking age millennials want newer and different experiences when it comes to their beverage choices as well.
Jack's belief “Every day we make it, we’ll make it the best we can," means a lot within the context of the life lessons the pandemic has taught us. Do you agree?
Fletcher: Yes, I agree 100 percent and I am so glad you said that! Jack's guiding belief has been the cornerstone of everything that we do at Jack Daniel's and the pandemic has only reinforced our belief that we need to stand true to these values. In fact, our new brand creative platform and tagline - Make It Count, which urges people to live every moment boldly, is in a way an articulation of this belief.
From a Master Distiller's point of view why is Jack Daniel's a superior choice both in terms of taste and process, and what makes you proud about your association with the brand?
Fletcher: We are very proud of our process here at Jack Daniel's. It's something that we continue to uphold as my grandfather did and our whiskey makers before him. From the quality of grain and our cave spring water to making our own barrels, I believe we are the most complete distillery in American Whiskey.
When it comes to Whiskey today, there is a lot of attention on Japanese Whiskeys... do you think this is clever marketing or do they deserve their place in the spotlight?
Fletcher: There is a lot of attention that whiskey as a category is receiving, be it Japanese, Scotch, Irish or American for that matter and we sure can't complain. I think that there is a place for everyone in this market and it augurs extremely well for whiskey makers the world over.
What are some of the cons of having one of the "most envious jobs in the world", if at all?
Fletcher: Honestly, I can't think of any. I am very lucky to be a part of our team here in Lynchburg and I hope to be for years to come.
When it comes to whiskey, pedigree and history play an important role, do you agree?
Fletcher: I think our history and tradition at Jack Daniel's has stood the test of time. We continue to make friends all over the world by making our whiskeys the same way for generations.
How important is the Indian market for the brand and what would be your advice to Jack fans in India?
Fletcher: India has been identified as one of the key emerging markets for Jack Daniel's as we have seen that consumers are not only upgrading to international spirits but are also looking for newer expressions of whiskey and brands. Jack Daniel’s as a brand enjoys a preeminent status and we have been able to achieve considerable growth over the past few years, making it the no 1 brand in the Premium American whiskey segment in the country. We plan to build on this by continuing to invest in our brand-building efforts to make new friends of Jack and re-connect with existing ones.
My advice to Friends of Jack in India would be to keep showering us with the love that they always have and of course, enjoy responsibly.
Lastly anything you would like to share with us about your experience or the brand?
Fletcher: There are so many things I can do and I would love to. One of the things I want to share with our friends in India is this world's largest selling premium and most iconic whiskey which is sold in more than 170+ countries around the world is made in Lynchburg, Tennessee - a two stoplight town with a population of ~ 650.
Officially registered by the U.S. Government in 1866 and based in Lynchburg, Tenn., the Jack Daniel Distillery is the first registered distillery in the United States.
The new launch is available in retail stores (at 70 proof, 750 ml bottle) with a starting price of Rs. 2300. It is recommended to serve Jack Daniel’s Tennessee Apple chilled - neat, on the rocks or with tonic water for people who love cocktails.
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