Success Stories: Jack Daniel’s Grilling Sauce
Generating New Brand Exposure in the Grocery Aisle
EMI’s vision was to extend the Jack Daniel’s brand equity of charcoal‐mellowed flavor into cooking lifestyle categories through licensing. It was critical to establish the agreement with a prominent food product manufacturer that understood both the equity transfer and the intrinsic value of the Jack Daniel’s brand with consumers.
Today, Jack Daniel’s Grilling Sauces make up one of the most successful BBQ and marinade product lines at retail. The packaging, taste, and merchandising of the product were consistent with the brand’s equity and directly increased the visibility of the Jack Daniel’s trademark in grocery stores throughout the country.