Home' Australian Hotelier : AH February 2017 Contents 26 | FEBRUARY 2017 AUSTRALIAN HOTELIER
GRANT SHEARON, NATIONAL ADVOCACY AND DEVELOPMENT MANAGER (JACK DANIEL’S),
WHY IS THE “JACK & COKE” AN
ESSENTIAL SERVE FOR 2017?
Besides being a great tasting drink, the ‘Jack
& Coke’ is still one of the world’s most iconic
bar calls and the global thirst for the world’s
favourite whiskey doesn’t look like slowing
any time soon. From an operator’s perspective,
the brand has enormous pulling power with
consumers. Not only is Jack Daniel’s Old No.7
the number one selling whiskey in the world
(IWSR 2017) it recently became Australia’s
most valuable spirit trademark (Aztec Dec
2016). Not bad for a whiskey that still makes
every drop to a 150-year-old recipe in a ‘dry’
town of just over 500 people. Australians love
Jack Daniel’s. So much so that we actually
consume almost twice as much per capita than
our American cousins, and in WA consumption
per capita is almost four times, so outside of
Lynchburg, Tennessee you could say that WA is
the “Jackiest” place on Earth.
WHO DOES THE PROGRESSION OF
THE RANGE CATER FOR?
We refer to our portfolio as a 'family' rather
than a 'range'. And just like all families they
have their differences. Old No.7 will always be
the beating heart of the brand but over time we
have introduced expressions to cater for those
at varying stages of their whiskey journey.
Our Tennessee Fire and Tennessee Honey are
popular with younger consumers who love the
Jack brand but have yet to develop a palate
for bold tasting whiskey. Gentleman Jack (the
smoother side of Jack) is great for an occasion
when something a little more special is called
for. Our Single Barrel Select is our purest
expression of Jack Daniel’s. It’s complex and
robust flavour makes it the ultimate Tennessee
sipping-whiskey. That being said, if you prefer
to take your whiskey with a splash of mixer,
well that’s fine by us. We always say the best
way to enjoy our whiskey is your favourite
way. Responsibly of course.
HOW DOES JACK’S DANIEL’S
STRATEGY INCORPORATE THE
TREND OF PATRONS DRINKING
LESS BUT DRINKING BETTER?
Our ‘family of brands’ does just that. When
promoted effectively they’re a powerful tool
that enables venues to capitalise on this trend
by allowing patrons to reward themselves by
exploring new expressions yet still be drinking a
brand that they trust and respect. We are seeing
continued polarisation within the category with
the value end being maintained, premium in
growth and a squeezing of everything in the
‘middle’. More than ever, now is the time for
venues to be introducing patrons into more
premium and margin-accretive offerings.
Jack Daniel’s Old No.7 is already a trade-up
from mainstream whiskey brands and typically
puts more dollars in the register with every
drink. With this in mind, don’t just have it
sitting in your speed rail and ensure that a
bottle is also placed in prime position on your
backbar. In addition to this, Gentleman Jack
is now the world’s best-selling super-premium
whiskey and 2017 will see Australia’s largest
ever investment on the brand. The “Smoother
Side of Jack” will be a complete through-the-
line campaign which will be haloed by its very
first out-of-home presence.
DO YOU HAVE ANY TIPS ON HOW
TO UPSELL TO PATRONS?
Keep it simple. When it comes to staff and
patron education we really do believe the
most effective solution is the simplest one.
One-liners can be an easy way for staff to
communicate premium and less-known
expressions to patrons, i.e. Ask a Jack drinker
“Have you tried Gentleman Jack? It’s the
'smoother side of Jack'." Secondly, remove the
fear. The backbar can be quite overwhelming.
The average consumer has a consideration set
of 3-4 core brands that they’re familiar with
but they may sit among 150 other bottles
on your backbar. Many patrons will order
their go-to drink out of fear of the unknown.
What if I don’t like the taste, what if it’s too
expensive? These are common questions
that are regularly asked but rarely voiced.
It’s easy to counter this via traditional POS
or through verbal communication. There’s
generally only $1 or $2 difference between an
entry-level pouring whisk(e)y and something
premium from the backbar, so if a patron
orders a Bourbon and Coke, a simple “Have
you ever tried a Gentleman Jack and Coke?
It’s a smoother and more premium Jack
Daniel’s”, is an easy and highly effective way
of trading-up patrons. Don’t underestimate the
power of interaction between bartender and
patron. People love to be engaged at the bar,
and we all love to be upsold. Why? Because
we feel valued as a customer and that we’ve
received value for money. Most people still
don’t know what they’re going to order as
they approach the bar and bartenders play
a critical role in the decision-making. Not
only is trading-up profitable for the venue but
satisfying customers ensures that they reorder,
recommend and return to the venue.
The points of purchase (walk-up bars or
table service) are where the conversion occurs.
If your venue prefers physical POS, this is
where it works hardest. In Jack’s case, simply
featuring Old No. 7, Gentleman Jack and
Single Barrel together with ascending price
points allows patrons to trade themselves up
without even having to speak to the bar staff.
Just be sure to clearly communicate that they
are trading up within the Jack Daniel’s family
as this is where they’re most comfortable. For
venues that prefer not to display print POS,
we have seen great (trade-up) success from the
backbar just by applying neck tags on each
bottle of our expressions so that the price
point can be clearly seen while standing at
the bar. Again, the beauty is in the simplicity
of removing the fear of ordering something
without knowing the price.
WHAT CAN WE EXPECT FROM JACK
DANIEL’S IN 2017?
We genuinely value our account partners in
the on-premise channel right across Australia.
We will continue to extend our support via
tools and programming, assisting in offering
enhanced consumer experiences. We’re aware
that venues across the channel have varying
needs; therefore we will be more targeted and
flexible with our programming. To reaffirm our
passion and dedication to the channel, Brown-
Forman Australia has optimised our rout-to-
market strategy to be heavily up-weighted in
the on-premise. We look forward to making
even more friends of Jack throughout 2017.
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