Brown-Forman, a global leader in premium spirits, has won three awards in the 2024 Just Drinks Excellence Awards in product launches, marketing, and innovation categories for its exceptional launches, impactful sponsorships, and innovative, sustainable packaging strategies.
The Just Drinks Excellence Awards celebrate the greatest achievements and innovations in the industry. Powered by GlobalData’s business intelligence, the Awards recognize the people and companies that are driving change in the industry.
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Brown-Forman won the Product Launches award for the Jack Daniel’s and Coca-Cola Ready-to-Drink (RTD) Cocktail, which saw unprecedented sales and media buzz due to a highly effective launch strategy. The Marketing award was secured through a dynamic sponsorship of the McLaren F1 Racing Team, which significantly enhanced brand visibility and improved brand health metrics. The Innovation award was bestowed for the eco-conscious redesign of the Glenglassaugh portfolio packaging, which successfully married sustainability with a distinctive design, resonating with consumers and industry peers alike.
Jack Daniel’s RTD cocktail launch success
The launch of the Jack Daniel’s and Coca-Cola RTD Cocktail was a strategic masterpiece, capturing the attention of both media and consumers. The campaign’s success was built on a foundation of significant earned media, with 401 release placements and an outstanding 179.6 million impressions. This was achieved through a well-orchestrated earned media strategy that included seeding information with top beverage, trade, and lifestyle media, as well as issuing a press release on launch day.
Brown-Forman’s approach to influencer engagement was particularly effective. By putting cans in the hands of high-profile individuals, including musicians like Eric Church and Carrie Underwood, sports icons such as Jason Kelce, late-night hosts Jimmy Fallon and Conan O’Brien, and actors like Channing Tatum, the company ensured widespread organic social media exposure. This included a debut post with 18 million impressions.
The Hollywood Hills launch party was not just a celebration, but a strategic event that mirrored the relationship between Jack Daniel’s and Coca-Cola. The event featured a music collaboration between Bryce Vine and Teddy Swims, who performed unforgettable solo sets before coming together to toast the iconic coming together of Jack & Coke. The event was part of a broader strategy that aimed to exceed the earned media placements goal by four times, indicating a strong and positive reception in the market.
The innovative marketing strategies employed by Brown-Forman, including paid influencer partnerships, resulted in substantial reach and engagement on social media platforms. Influencers like Erika De La Cruz and Christina Caradona shared their experiences, while DJ Lezlee made a splash with her followers. Paid partners like Nayte Olukoya and Reza Jackson created “highlight reels” of the party, further amplifying the product’s reach and engagement.
The sales figures speak for themselves, with over 1 million cases sold in the U.S. since the launch in March 2023. The product is now available in over 25 markets, including top RTD markets such as the United States, Japan, the United Kingdom, Mexico, and Germany. The German market launch in September 2023 was equally successful, with an integrated launch activation across channels that included iconic off-trade displays and a media campaign reaching over 200 million contacts.
Elevating brand visibility through sponsorship
The partnership between Jack Daniel’s and the McLaren F1 Racing Team is a prime example of how strategic sponsorship can elevate a brand’s visibility and relevance. The comprehensive 360 partnership platform, launched in 2023, leverages the excitement and global appeal of Formula 1 racing to enhance brand perception and drive engagement.
Before, during, and after the U.S. & Canada F1 Grand Prixs, Brown-Forman generated significant media coverage and earned impressions. This included 43 news stories and 159 million earned impressions, showcasing the synergy between Jack Daniel’s, McLaren, and Formula 1.
Custom content created in collaboration with GQ, featuring actor Aldis Hodge, exceeded video completion rate benchmarks, demonstrating the content’s resonance with the audience. The campaign’s success was further evidenced by the positive impact on brand health metrics, with a 37% improvement in brand opinion among spirits drinkers and a 13% increase in the perception of Jack Daniel’s as a premium brand.
The sponsorship activation was multifaceted, involving on-trade, off-trade, e-commerce, and national media channels. Limited edition products and experiences were created which captivated consumers and further solidified the brand’s premium positioning. Jack Daniel’s will continue to leverage this global partnership between two of the world’s most iconic brands with new social content and limited edition products.
Innovative packaging that embodies coastal heritage
The relaunch of the Glenglassaugh portfolio with new packaging was a bold move that paid off, earning Brown-Forman an award in innovation. The packaging reflects Glenglassaugh’s coastal heritage with sea green closures and a sand-inspired glass texture that stands out in the market. The distinctive sloping shoulder bottle design and embossed historical details like “ESTD 1875” blend tradition with modern style, while the signature of Dr. Rachel Barrie, Master Blender, adds a layer of brand authenticity.
The commitment to sustainability is evident in the packaging, which features fully recyclable gift cartons and a 25% reduction in bottle glass weight. The use of 30% recycled glass in the new bottles aligns with the Scotch Whisky Association’s Sustainability Strategy 2040 and Brown-Forman’s own sustainability ambitions to reduce greenhouse gas emissions and lessen its environmental impact.
The success of the new packaging is not just in its design and sustainability, but also in its market acceptance. The relaunch has nearly tripled global volumes and earned industry accolades, indicating that consumers are responding positively to the brand’s innovation efforts. This aligns with Brown-Forman’s vision for the future, expanding the portfolio with a range of luxury expressions that continue to embody the coastal malt ethos.
Brown-Forman’s awards in Product Launches, Marketing, and Innovation reflect its ability to create buzz, engage consumers, and innovate sustainably. With a forward-thinking approach and a dedication to excellence, Brown-Forman continues to set the bar high in the beverages industry, striving for a future as rich and promising as the spirits they craft — with Nothing Better in the Market.
“We are incredibly honored to receive these prestigious awards in product launches, marketing, and innovation. These recognitions are a testament to our team’s dedication to excellence and our commitment to delivering exceptional experiences to our consumers. We will continue to push the boundaries of innovation and sustainability in the spirits industry as part of our commitment to nothing better in the market.” – Lawson Whiting, President and Chief Executive Officer, Brown-Forman.
Company Profile
Brown-Forman Corporation has been building exceptional spirits brands for more than 150 years, responsibly upholding our founding promise of “Nothing Better in the Market.” Their portfolio of premium brands includes the Jack Daniel’s Family of Brands, Woodford Reserve, Herradura, el Jimador, Korbel, New Mix, Old Forester, The Glendronach, Glenglassaugh, Benriach, Diplomático Rum, Chambord, Gin Mare, Fords Gin, Slane, and Coopers’ Craft. With a team of approximately 5,700 employees worldwide, the company proudly shares its passion for premium beverages in more than 170 countries. Discover more at brown-forman.com and stay connected through LinkedIn, Instagram, and X.
Contact Details
E-mail: brown-forman@b-f.com
Links
Website: https://www.brown-forman.com/
