25 January, 2020

Jack Daniel's wins Brand of the Year at 2017 AdAs

Jack Daniel's wins Brand of the Year at 2017 AdAs

Congratulations to Jack Daniel's on being Australia’s most loved drinks brand.

The Brown-Forman bestseller took out the double honour of Brand of the Year and Most Loved Brand at the 2017 Australian drinks Awards.

Natalia Kowalczyk, Senior Brand Manager at Brown-Forman, accepted the award, saying: "This is just so freaking amazing."

Jack Daniel's is a perennial favourite with Aussies - it was also voted Australia's Most Loved Spirits Brand in 2015 and 2016.

Brand of the Year is judged on how well a brand performs across all product and award categories at the Australian drinks Awards. 

The Brown-Forman team celebrate their win

The win comes on the back of the bourbon celebrating its 150th anniversary last year.

Jack Daniel's marketing manager Natalie Accari noted to Ad News: “In a world where change is a constant, it s an incredible achievement to be making whiskey in the same way, in the same place, after 150 years.”

Jack Daniel’s Assistant Master Distiller, Chris Fletcher, was in Australia to celebrate the milestone.

“We are extremely proud and very fortunate that so many people around the world love our brand, and obviously we have many friends in Australia - it’s our third largest market in the world, so I’m just very excited to be here,” he noted to drinks bulletin.

There’s no doubt about it: the world has gone whisky mad. According to the Distilled Spirits Council, volume sales of Bourbon, Tennessee whiskey and rye whiskey from the US grew by 6.8% to 21 million cases in 2016, as revenues increased 7.7% to US$3.1 billion.

Bourbon and whisky are Australia's most popular spirits with consumers.

The Jack Daniel’s family of brands delivered “broad-based growth” for Brown-Forman in the three months to July 31, 2017. Australia enjoyed underlying net sales growth of 17% (+12% reported) thanks to buy-ins in advance of excise tax driven price increases.

Australia is the third biggest market for Jack Daniel's after the US and UK. 

Thank you to Nielsen for being the Award Partner for Brand of the Year. And thank you to Liebherr for being Award Partner for the Most Loved Brand Category.