Jack Daniel’s is introducing its first cocktail, Jack Daniel’s Lynchburg Lemonade, to its premix range.
Lynchburg Lemonade is made using three ingredients: Jack Daniel’s Tennessee Whiskey, Triple Sec and traditional Lemonade. The new product highlights the brand’s provenance by referencing its hometown of Lynchburg, Tennessee on the label.
Packaged in a 330ml format, the new RTD is available now to off-trade customers.
Tapping into the current market trend for lighter, fruit flavours, Jack Daniel’s expects Lynchburg Lemonade to be a big hit with young adult consumers this summer.
“As the leader of the American whiskey category in the UK, we’re excited to be introducing this delicious new cocktail to the range,” said Charlotte Ashburner, Head of Marketing at brand owner Brown-Forman.
“The serve will be a key focus for our consumer marketing activity this summer, so we’re confident that its launch will help to drive increased profits for our trade customers, ensuring the premix category continues to thrive.”
