1. Jack Daniels Whisky Sour
By: Dylan Karlin and Eric Perry

2. Current Product Line Jack Daniel’s Old No. 7
Jack Daniel’s’ Sinatra Select
Single Barrel Collection
Single Barrel Select
Single Barrel Rye
Single Barrel Barrel Proof
Single Barrel 100 Proof
Gentleman Jack
Jack Daniel’s Tennessee Honey
Jack Daniel’s Tennessee Fire

3. Strengths Strong and highly reputable brand Unique and bold flavors
Bottle recognition
Loyal customers
Global recognition

4. Weaknesses Premium Brand meaning higher prices
New flavor might not attract consumers

5. Opportunity New products can help Jack Daniel’s expand their business
New product can help diversify the consumer base of Jack Daniel’s
Prevent competitors from entering this market

6. Threats Target market may not catch on to the product
Competitors may try to produce this product first
Cost of raw materials necessary to make product may rise

7. STP Analysis Segment: Whiskey drinkers from the age of 21-40
Brand Loyal Customers
Mild alcohol consumers

8. STP Analysis Target Market:
Alcohol drinkers looking to enjoy a mild whisky

9. STP Analysis Positioning: High Quality Low Price High Price
Low Quality

10. Estimated Size of Market
We are expecting a very large market size:
With over 196,000,000 people being over the age of 21 in the U.S. alone and the evident success the Jack Daniel’s brand has already established in the consumer market

11. Estimated Revenue Net Sales of 2013 - $3.78 billion
Cost of average bottle of Jack Daniel’s - $20
Total bottles sold - 189,000,000
Amount of Products - 6
Each product sells about 31.5 million bottles
With Jack Daniel’s Whiskey Sour being a new product, we predict we would sell at least 25 million bottles of our new products
$500 million worth of our new product predicted in revenue

12. Features High quality whisky with a punch of sour flavoring
Great taste, smooth, mild

13. Benefits
JD Sour has the potential to increase sales in a demographic that consists mainly of heavy drinkers and whiskey lovers
New product won’t jeopardize current product line

14. “JD Sour” Appearance and Advertising
Label will be based of the existing
“Tennessee Honey” flavor
The lemon is a visual connection to
the sour flavoring of the whiskey
The line will be advertised similarly
to existing Jack Daniels commercials,
but will target consumers who prefer
the less harsh, mild flavor
TV ads will be coupled with banners
& signs in liquor store windows
promoting the introduction of the new
flavor

15. Social Media Involvement
In order to make the consumer market aware of the new product, we will launch a social media contest (Facebook, Twitter & Instagram) where viewers will be surveyed on their thoughts of the new logo and then asked to submit redesigns of the logo
The contest will be launched for the first 2 months JD Sour is introduced; three winners will be announced after each winning free bottles of the whiskey as a reward
We will also launch a line of promoted video ads on the homepages of Facebook and Instagram incorporating remastered Frank Sinatra songs in the background
Sinatra frequently praised Jack Daniel’s whiskey while on tour in the 1950 and is credited for much of the whiskey’s success during that time period
We feel this will seamlessly relate to older consumers while the taste will still attract our main target consumer market as well

17. Identity, Role Play & Reference Group
Alcohol consumers (21 y/o+)
Specifically drinkers who prefer a less harsh, milder tasting liquor
Drinkers who prefer mixed drinks while not having to make it themselves
Our targeted reference group would be a hybrid between socialization and reward
We want consumers to feel like by drinking our new flavor of whiskey, they’re fitting in and accepted by their social groups and couple it with the fact that the whiskey satisfies their needs and wants in their liquor choice

18. Consumer Demographics & Psychographics
Demographics for our product would include
Anyone over the age of 21 (U.S.), 19 (Canada) and 18 (Mexico)
Both male & female
Psychographics for “JD Sour” would include
Consumers who enjoy a more mild liquor in both personal and social settings
Those who feel drinking a whiskey will suggest a “toughness” or “ruggedness” about them in the eyes of their peers
Those who relate whiskey to a “classic” or “storied” type of liquor through Sinatra

19. Consumer Attitudes/Beliefs
This new flavor of Jack Daniels will open up the brand to an entirely new consumer market; those who want to be seen in the eyes of their peers as “whiskey drinkers”, but prefer a less harsh taste
We want Jack Daniels Sour to appeal to those who don’t enjoy the often burn in the throat that comes with whiskey while still making it known that the Jack Daniels quality is still present
The logo as compared to the black and white traditional logo, is a lighter, more inviting color coupled with an image of a lemon to suggest to those viewing the bottle that the liquor is mild and enjoyable

20. References http://fortune.com/2015/01/08/celebrities-alcohol-brands/