Asda helps Jack Daniel's celebrate its legacy

Asda will tempt shoppers in the build-up to Christmas with a limited-edition bottle of Jack Daniel’s that celebrates the brand’s storied history.

The Tennessee whiskey’s Legacy Edition bottle reprises the design seen back at the start of the 20th century.

It is just one of the labels being brought back to celebrate Old No.7’s rich and colourful history and it will enjoy “hotspot aisle spaces” in Asda stores from November 8-28.

It is available to purchase with a complimentary embossed tin sign gift, designed as “the perfect gift or collectible proposition ahead of the festive season”.

Marketing Director Sandra Brunet said: “We’re excited to bring back this striking green and gold label for the first of the Legacy Edition Bottles Series.

“The label has a mysterious history, much like that of the brand and it’s a perfect way to launch the series and celebrate over 150 years of our fine sipping whiskey. The bottle also offers consumers the perfect gift in the lead up to the festive season.”

Nielsen data for the year to March 2018 showed that Jack Daniel's No.7 is growing UK off-trade sales by 6.5% and volume sales by 9.8%.

It is the market leader in the American whiskey category, which is growing at 11.5% in volume and 12.9% in value, with Wild Turkey, Bulleit, Jim Beam and Makers Mark enjoying double-digit growth.

Burnet added: “We can clearly see consumers trying different types of whiskey across categories, but the way in which people are choosing to drink has impacted their choice of tipple.

“There is a certain sense of wanting to try different flavours from abroad - travel by taste if you will - that has affected the growing popularity of new world whiskies.

“As an American whiskey brand we’ve seen a record increase in the number of sales and exports of US distilled spirits.

“As a category, American whiskey can be used to create a vast range of cocktails as well as being enjoyed on its own.

“Jack Daniel’s Tennessee Whiskey for example, is extremely versatile with notes of caramel, vanilla and warm spice, and can be enjoyed straight or mixed in a number of cocktails, from a classic Jack and cola to an Old Fashioned.”

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