One of the most popular drinks in a party is definitely whiskey. Whether is on the rocks, an Old Fashioned, or a Manhattan, it definitely steals the show in British clubs and home parties.
Scotland’s The Famous Grouse Scotch is no longer the favourite whiskey in the UK. Jack Daniel’s outsold it in the past year, with sales that have risen by 9.3% in shops and supermarkets. The Famous Grouse saw their sales fall by 14.9% mainly because young people prefer the American brands over the home grown ones.
“Generally speaking, Bourbon has overtaken Scotch. The best whiskey is coming not from Scotland anymore, but from Kentucky.” said Jim Murray, author of the Whisky Bible. However, speaking at a global level, Scotch sells three times the amount of American whiskey, with U.S. being the world’ largest market for Scotch.
The reasons why British people choose American over Scottish are disputable. It might be because the youth simply doesn’t want to drink what their fathers and grandfathers do; or it might be the great advertising campaign JD has had over the last years, from T-shirts and posters to pool tables with the brand’s logo on.
Jack Daniel’s is a brand of Tennessee whiskey, which is straight bourbon, but made in the state of Tennessee. It has not always been so famous, but when you have a brilliant marketing and advertising team behind, great things happen. In the 1950’s it gained its place in the pop culture and famous figures like Winston Churchill and Frank Sinatra were spotted drinking the American whiskey.
During the years, Jack Daniel’s has become an iconic whiskey with its black and white label and square bottle. It has spread the story of how it was founded to the world and it managed to turn not only into the most famous whiskey brand, but into a cultural icon.