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OCT 2007

Jack Daniel's International Appeal

By sticking to its homespun, down-home story, the Tennessee sour mash whiskey has increased sales at home and abroad

BusinessWeek, October 10, 2007 — For Pok Rui Bin, 29, drinking Jack Daniel's Old No. 7 after 12-hour workdays in Beijing means mixing it with green tea. The advertising copywriter's cocktail of choice is just one of many regional recipes that Global Managing Director Mike Keyes is getting used to now that his brand is available in 135 countries. What appeals to Pok about the Tennessee whiskey, he says, is the smooth smoky flavor, "and how it's hand-crafted and all comes from this one special place…I love that American West stuff."

Category: Brand Strategy
Tags: Jack Daniels, Brand Strategy, Global Brands

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