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JD takes number three spot from Gordon's

Published:  23 July, 2008

Brown-Forman's Jack Daniel's Tennessee Whiskey has overtaken Diageo's Gordon's gin to become the UK's third biggest spirit brand with a 6.2% share of the on-trade market.

Smirnoff vodka and Bacardi Carta Blanca rum remain the number one and two respectively.

Accoring to Bacardi-Brown Forman Brands, its UK distributor, Jack Daniel's total volume sales have risen by 32% in less than 3 years, with a 5.4% on-trade volume increase in the past year, taking the brand's on-trade volume to 421,000 9-litre cases per year.

'Consumer research also confirms that it is the most popular spirit brand among 18- to 24-year-old men and a more popular bar call than any other whiskey,' said Andrew Jones, senior trade marketing manager for Bacardi-Brown Forman Brands. 'In the past few years, we've been focusing on driving credibility among our key 18- to 24-year-old male consumers. This has been achieved by strengthening our long-term association with live music through specific on-trade venues and the JD Sets, while making Jack's Birthday campaign in September a month-long don't-miss promotion.'

Jack Daniel's benefits from a total advertising spend of around 4 million per year.