Owner of the Jack Daniel's uses honey to attract consumer

The American manufacturer distillates Brown-Forman, owner of Jack Daniel's whiskey, has revamped its product line in the Brazilian market and wait for the second semester accelerated growth in the country, with the launch of Jack Daniel's Tennessee Honey, which already accounts for 20% of the revenue in the United States, where it was released three years ago.
Brown-Forman operates directly in Brazil from 2011, with its Jack Daniel's and third-party brands as the scotches The Famous Grouse, The Macallan and Cutty Sark. This year, had only rows of whiskeys, the El Jimador and Herradura tequilas and Finlandia vodka. Brown-Forman is also in the final stages of negotiations to buy the Brazilian brand of cachaça Santa Dose, which is already distributed in the country by the uniquely American.
"This year, the company gained poise enough to keep the operation in the country only with own brands," said Gustavo Zerbini, commercial Director of Brown-Forman, which Brazil does not disclose financial data about the operation in the country. Zerbini said only that revenue grows, on average, 40% a year from 2011 and that 80% of sales in the country have as sales of Scotch origin.
Besides changing the portfolio, Brown-Forman launches on 15 Jack Honey, herbal distillate whiskey with honey. The product was released in the United States three years ago, following a worldwide trend to add flavours to alcoholic beverages. Jack Honey responds today by 20% of the company's revenue.
In fiscal year 2014, ended on April 30, Brown-Forman had 11% increase in net income, to $ 659 million, and high of 4% in overall revenue to $ 3,946 billion. In the u.s., sales rose 4% and accounted for 41% of the overall revenue of the group.
In the American market, sales of Jack Honey reached 1 million boxes in the fiscal year, with an increase of 22%. Given the success of the drink in the u.s., Brown-Forman began to sell it to other countries. Zerbini said that drinking has attracted mainly female audience and young people from 25 to 35 years. The company recommends taking the cold drink, in small doses ("shots") or in drinks.
Brown-Forman's expectation is that sales of Honey in the first year at Jack Brazil reach volume equivalent to 10% of sales for Jack Daniel 's. "Jack Honey adds a new audience to the brand and makes Jack Daniel's more democratic," said Zerbini. The drink will be sold for the same price of whiskey (suggested value of R $ 105,90). In the vision of Zerbini, whiskey with honey compete indirectly with distilled vodkas and candy.
The Executive reported that Brown-Forman's sales in Brazil grew by 23% in the first half. The increase was below the average of the previous years because the company rely on a higher comparison base and also as a function of the weaker economy.
According to the research firm Nielsen, from January to April, the Brazilian market of whisky has grown 38% in revenue and increased 30% in sales volume, in comparison with the first four months of 2013. Camila Castro, the Nielsen Executive, said that the Whiskey market has grown more than other alcoholic beverages in the country mainly due to the arrival of new imported products and the increase in distillate consumption away from home.
The total sales of alcoholic beverages in the country grew by 22.5% in revenue, according to Nielsen. The sale of beers-responsible for 80% of the market-grew 22.8 percent in revenue until next April. In the year 2013, whiskey sales in the country reached R $ 346,7 million, an advance of 11.3%.