Jack Daniel’s Moves Production For Country Cocktail RTD Line to an Undisclosed Site

Jack Daniel’s is moving its location for the brand’s RTD line to an undisclosed site. (Photo: Jack Daniel’s/Instagram)

On Monday, The Business Journals reported that Jack Daniel’s parent company, Brown-Forman, moved production of Jack’s ready-to-drink Country Cocktails line to a new external location.

The products were previously made at the Pinnacle warehouse, which sits on the same campus as the Brown-Forman distillery, according to The Spirits Business. The company will now allocate the 80,000-square-foot warehouse to focus on the production of Jack Daniel’s more premium whiskeys, which Jack Daniel’s has been focusing quite heavily on recently, evidenced by releases such as 12– and 10-year-old whiskeys, Bottled in Bond Tennessee and rye whiskeys and multiple American single malt whiskeys.

“We are repurposing the Pinnacle operation, located near the Brown-Forman Distillery operations in Louisville, Kentucky, to support the filling, storing, filtering and disgorge of our super-premium American whiskey portfolio,” Brown-Forman Director of Brand and External Communications Elizabeth Conway said, according to The Spirits Business. “To enable this, Jack Daniel’s Country Cocktails will be transitioned to our external manufacturing organization.”

The Jack Daniel’s Country Cocktails line has had a successful couple of years, and according to The Spirits Business, the brand grew by nearly 30% from 2020 to 2021.

Yet outside of the brand’s RTD line, some of that momentum has slowed, particularly for the brand’s flagship whiskey.

CNN reported in early December that Jack Daniel’s whiskey sales dropped by 1% during the first half of its current fiscal year. During the same time a year ago, the brand’s whiskey sales were up by 9%.

Overall sales of Brown-Forman’s whiskeys fell 2% in 2023. Woodford Reserve’s sales fell by 3%, and Old Forester’s dropped by 5%.

A silver lining for the brand appeared to be in its flavored category. Sales for Jack Daniel’s Tennessee Apple experienced a meteoric rise of 50%.

According to The Spirits Business, Brown-Forman remains optimistic about Jack Daniel’s future. The company expects organic net sales to increase by 3-5% for the fiscal year of 2024.

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