Jack Daniel’s to diversify brand

Brown-Forman Beverages Worldwide is licensing its Jack Daniel’s brand across a range of products in the UK for the first time, while implementing a crackdown on merchandise bootleggers.

The US drinks giant has appointed Licensing Management International to handle the UK licensing of its bourbon brand.

Four agreements have already been signed and an official range of products, including glass and pewterware, posters, flags, clothing and possibly chocolates, is in development.

Although a range of Jack Daniel’s products has been available in the US for years, the move into licensing in the UK is a first for Brown-Forman. Some Jack Daniel’s products are already sold here but none are official. The company intends to crack down on local bootleggers as part of its new agreements.

Simon Kay, LMI sports and corporate licensing manager, says the stigma attached to licensed products associated with alcohol is not what it used to be.

He says: “Jack Daniel’s gives licensees the opportunity to become associated with one of the world’s premier brands, with a status that crosses all age groups.”

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