Miller Brewing & Brown-Forman – Jack Daniel’s Flavored Malt Beverage.
February 13, 2002
Brown-Forman and Miller Brewing Company announced an agreement to introduce a Jack Daniel’s flavored malt beverage.
William M. Street, President and Chief Executive Officer, Brown-Forman Beverages Worldwide said, “Brown-Forman is pleased to enter this growing segment with Miller Brewing, one of the premiere companies in the industry. We believe this is a wonderful opportunity to expand our Jack Daniel’s brand with legal-drinking-age beverage consumers who are showing increasing enthusiasm for great-tasting, single-serve drinks.”
The new Jack Daniel’s flavored malt beverage will be produced and distributed by Miller and available to consumers this summer. Pairing the famous Jack Daniel’s trademark with the strength of Miller’s production, distribution, and marketing systems should prove synergistic and undoubtedly popular with legal-drinking-age adults in the 21-30 year-old age group. The companies intend to support this new brand at levels competitive with other flavored malt beverages.
“Our relationship with Brown-Forman is just one more way Miller is delivering growth opportunities to our distributor network while responding to consumer tastes. Jack Daniel’s is one of the strongest spirit trademarks available and it has an established 21-30 year-old consumer audience. This will be a popular malt beverage in the category,” said John Bowlin, CEO and President Miller Brewing Company.
