Jack Daniel's targets UK shoppers with rye

Jack Daniel’s has launched a rye into the UK market in a bid to capitalise on Brits’ growing love of imported whiskies.

The category is up 11% in the UK off-trade and Jack Daniel’s is the leading brand (Nielsen, year to October 2017).

It has already branched out by launching a Honey variant and a cider, but it think now is the right time to spread awareness of rye among Brits.

Marketing manager Ffion Fitzgerald said: “Over the last few years, rye has become the rising star of the whiskey industry. While it remains a relatively small market, it has seen significant growth over the last five years, with almost 20,000 9-litre cases sold in Europe in 2016 alone.

“Nearly 8,000 of these have been sold in the UK, making it the number one Rye market in Europe [IWSR]. As experts in craft and quality whiskey and with more than 150-years of whiskey-making experience, it made sense for Jack Daniel’s to be one of the first to market with our unique grain bill and distinctive flavour profile.”

Jack Daniel’s Tennessee rye has an rrp of £32 for a 70cl bottle, but has been given an introductory price of £25 at Sainsbury’s this month.

The liquid is made up of 70% rye, 18% corn and 12% malted barley. Jamie Matthewson, spirits buying manager, told DRN: “Rum and rye are going to be the two big things this year in spirits. When done right rye can be incredible. They are not too popular [yet] but they are really versatile to mix and we think they will become more popular.”

Related articles: