A new whiskey for a new audience – In August 2025, Jack Daniel’s unveiled the Tennessee Blackberry, blending its iconic Old No. 7 Tennessee Whiskey with a natural blackberry liqueur. Unlike seasonal limited editions, this release joins the permanent portfolio, signaling a calculated entry into the high-growth flavored whiskey segment. For a heritage brand long associated with tradition and consistency, this is both a product innovation and a strategic market move, reports G.business.
The Product: Tradition Meets Fruit Innovation
At its core, Tennessee Blackberry retains the Old No. 7 mash bill:
- 80% corn – delivers sweetness and a smooth texture
- 12% rye – adds spice and structure
- 8% malted barley – supports fermentation and depth
The spirit is charcoal-mellowed through the Lincoln County Process, where it drips through 10 feet of sugar maple charcoal before barreling. After aging in new American white oak barrels (minimum four years), it is infused with a natural blackberry macerate, made from real fruit juice and skins, to achieve a deep violet hue and layered fruit character. The result is bottled at 35% ABV (70 proof) — lighter than Old No. 7’s 40%, making it more approachable for casual drinkers.
Flavor Profile: Structured for Versatility
The Tennessee Blackberry is designed to offer a three-phase tasting experience:
- Nose: Ripe blackberry with a hint of vanilla and charred oak
- Palate: Initial berry brightness, followed by caramel and roasted nuts
- Finish: Dry, oaky, and subtly spiced — a reminder of the Old No. 7 heritage
This complexity makes it suitable for multiple drinking occasions: neat and chilled for sipping, as a highball with soda or ginger ale, or in culinary applications like BBQ glazes, chocolate desserts, or berry-based cocktails.
The Market Context: Why Now
The flavored whiskey segment has been one of the fastest-growing spirits categories globally. According to IWSR, flavored whiskey volumes grew by 47% between 2018 and 2023, with double-digit gains in North America, Western Europe, and parts of Asia. The growth is fueled by:
- Younger legal-age consumers seeking sweeter, more approachable spirits
- The rise of Instagram-driven cocktail culture
- A preference for lower-ABV, sessionable drinks
Competitors like Jim Beam Honey, Jim Beam Apple, and Wild Turkey American Honey entered this space years ago, but Jack Daniel’s deliberately waited, choosing a flavor that aligns with its premium, slightly rebellious brand image. Blackberry is less common in whiskey than honey or apple, giving this launch a potential point of differentiation.
Target Demographics: Who Will Buy It
Jack Daniel’s Tennessee Blackberry is designed to attract:
- New whiskey drinkers — those who find straight bourbon too strong
- Cocktail enthusiasts — bartenders and home mixologists looking for unique bases
- Women aged 25–40 — one of the fastest-growing flavored-spirits consumer groups
- Existing Jack Daniel’s fans — loyalists open to exploring brand-led innovation
This blend of entry-level and brand-loyal segments maximizes reach across retail and hospitality.
Pricing and Positioning: Accessible Premium
With a US MSRP of $21.99 for a 750ml bottle (approx. €20), Tennessee Blackberry sits in the mass-premium segment. It’s positioned slightly below Old No. 7 in price, lowering the trial barrier, while still offering premium cues in packaging and flavor quality. This pricing:
- Encourages trial by existing Jack Daniel’s customers
- Competes directly with mid-tier flavored whiskeys
- Offers high profit margins for bars (both as a shot and in cocktails)
Brand History: 150+ Years of Whiskey Heritage
Founded in 1866 in Lynchburg, Tennessee, by Jasper Newton “Jack” Daniel, the brand is the oldest registered distillery in the United States. The Old No. 7 recipe — whose number remains a company secret — won its first gold medal at the 1904 St. Louis World’s Fair.
Key milestones:
- 1866 – Official registration of Jack Daniel’s Distillery
- 1904 – First international gold medal
- 1956 – Acquisition by Brown-Forman Corporation
- 1988 – Gentleman Jack launched
- 2011 – Tennessee Honey introduced, entering flavored spirits
- 2025 – Tennessee Blackberry release
Today, Jack Daniel’s sells in over 170 countries and produces more than 130 million bottles annually. The distillery remains a major tourist attraction, despite being in a “dry county” where local alcohol sales are heavily restricted.
Practical Advice for Consumers and Retailers
For consumers:
- Drink neat and chilled to appreciate the berry-oak balance
- Mix with soda water or lemon for a refreshing highball
- Use in dessert recipes or meat glazes for complexity
For retailers and hospitality:
- Stock early to capture launch hype
- Host in-store tastings and bar sampling events
- Promote via social media with cocktail recipes
- Bundle with mixers for seasonal gift packs
Tennessee Blackberry is more than just a flavored variant — it’s Jack Daniel’s strategic pivot into a category that is shaping the future of whiskey consumption. By combining heritage craftsmanship with an accessible, fruit-forward profile, the brand is betting on long-term relevance among new generations of drinkers. Whether it becomes a staple or fades as a novelty will depend on execution — but given Jack Daniel’s brand power and distribution, this blackberry whiskey could set a new benchmark for how tradition and innovation coexist in the spirits industry.
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