By Deborah Jackson, editor National Liquor News

To capitalise on the growth of flavoured dark spirits, Brown-Forman has launched its Jack Daniel’s Tennessee Fire into the Australian market.

Flavoured dark spirits are now bigger than the tequila and white rum categories combined and are growing twice as fast as gin according to IRi scan data MAT 27/12/15.

Jack Daniel’s Tennessee Fire comes in 700ml bottles with a 35 per cent ABV and retails for $49.99. It combines the legendary Jack Daniel’s Old No.7 with a fiery cinnamon liqueur, which is sweet and spicy with notes of vanilla.

Natalia Kowalczyk, brand manager, Jack Daniel’s family of brands, told TheShout: "Jack Fire has been introduced into Australia to allow Jack Daniel’s to enter new consumer occasions and provide a vehicle for millennial consumers who like the Jack Daniel’s brand image and values, but do not consider straight whiskey in their high energy, mixed gender group drinking occasions."

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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