Background

As part of our student marketing consulting group, I conducted market research to determine the whiskey and alcohol consumption habits of the target demographic, as well as their general opinions on Jack Daniel’s as a brand. We learned that our target demographic (South Carolinians ages 21-25) tend to view Jack Daniel’s as a brand for middle-aged, southern men. We also learned that their preferred drinks tend to be canned cocktails (e.g., High Noon, White Claw, etc.), which is in line with consumer trends toward canned cocktails in general.

To appeal to the tastes of our target demographic, we proposed the concept of a seasonal line of Jack Daniel’s canned cocktails to be sold in conjunction with Green’s Beverage Warehouse. The initial launch would take place in Columbia before expanding to the rest of South Carolina. Local clubs in Columbia like Breakers Live would also promote the new product by having employees wear branded merchandise and offering free merchandise to customers after they purchased a certain quantity of drinks.

The seasonal aspect would involve product scarcity to increase sales of each individual cocktail, and the product itself would present Jack Daniel’s whiskey in a fresher, lighter manner. Our goal was to re-introduce Jack Daniel’s as a classic but inviting beverage that brings to mind good times with friends and fruitier flavors.