Brown-Forman has declared 2018 a ‘big year’ as it prepares to roll-out the Jack Daniel’s Bottled in Bond GTR exclusive.

Unveiled as last year’s TFWA World Exhibition in Cannes, Bottled in Bond is the company’s ‘first true’ GTR exclusive on the core Jack Daniel’s portfolio.

Brown-Forman Global Accounts Director Global Travel Retail Nick Mogford told TRBusiness. “This will be priced at 15% premium to Jack Daniels Old Number 7 and be truly exclusive to travel retail.

“We have received strong feedback from retailers and consumers indicating customers are keen to have to access to an exclusive sku in TR that is very closely linked to Old Number 7.“

GTR ROLL-OUT

Shipping will start at the beginning of May and Mogford has ‘huge hopes’ for the product in 2018. “It is a global launch and TR exclusive. It will be nowhere outside TR. There are no exceptions.

“This is our big bet for 2018. We are super excited and think it has huge potential. We are looking forward to rolling that out.”

The expansion of Jack Daniel’s into the rye sector is also on the agenda in 2018.

Mogford commented: “We entered the rye category some time ago with Woodford Reserve Rye in a smaller fashion, but have now entered with Jack Daniel’s as well. This is in the process of rolling out globally within TR.

“Although rye is a relatively small sub-category within American whiskey, all projections would suggest that category is going to grow significantly over the next five years. We fully expect Jack Daniel’s to lead the growth of that as well.”

As the company’s financial year drew to a close in April (Brown-Forman runs on a May to April financial year) Mogford was happy with how things had panned out.

He said: “We have seen strong growth from our core Jack Daniel’s portfolio driven by the strength of Old Number 7.

“There has also been some really strong accelerated growth from our premium portfolio such as Gentleman Jack and Single Barrel in particular.”

Brown-Forman also saw continued strong double-digit growth on Woodford Reserve, Jack Daniel’s and increasingly Old Forester. Mogford remarked: “We are really starting to focus even harder on our American whiskey portfolio and really drive that category.”