As we all know people have many addictions,
some of them are good, healthy and cheap. But of course the bad, the unhealthy
and the expensive habits are the ones that are mostly preferred by us. And
according to the society two of these addictions are the worst, it is not drugs and gambling, it is cigarettes and
alcohol. People see these two products as something wrong, bad and evil, but
majority of them are still consuming them. So my blog is going to try to understand
more about some of the biggest companies, their interesting history and how are
they making people use these demonised products that kill us. In this blog I am
going to speak about three brands of cigarettes and four brands of alcohol.
Today we will start with JACK DANIELS:
History:
Jack Daniel’s is one of the most famous
brands of whiskies around the world. It is also one of the most successful
brands in the alcohol industry. It has been founded 142 years ago in 1875 by a
guy called Jasper Newton “Jack” Daniel. Jack was one of many children, his
mother had ten children and his father had 13. One year after he was born his
mother died, his father found a new wife and had more children, he died in the
Civil War, Jack didn’t like his step mother so he left home when he was a
teenager. The young boy was taken in by a local distiller named Call who
thought him the secrets of making alcohol. Everything started in Moore County,
America in 1875 when Jack founded a legally registered distilling business with
Call, when Call gave up on the alcohol industry because of religious beliefs,
he left everything to Jack. The quality of the alcohol was good, also the
square bottle was something different, it was there to create a sense of
integrity and fairness. So the brand started growing, Jack Daniel died in 1911
but the business lived on and grew more and more.
Facts:
-
The place from where Jack
Daniel’s originates “Moore County” is a Dry County which means no alcohol can
be sold, therefore the product can not be purchased in this county.
-
Jack Daniel’s is a Tenesse
Whisky and top selling American whisky in the world.
-
Jack Daniel’s should be
classified as straight bourbon, but the company wants it to be market as
Tenesse Whisky.
-
The netcome of the company is
$121,700,000.
-
The brand sold 11 million cases
in 2013.
-
In 2014 Jack Daniel’s was
ranked 4th on the global list of top wines and spirits brands by
“Intangible Business”.
What does Jack
Daniel’s do to make people buy the product? :
Jack Daniel’s
makes a very good quality of alcohol and people buy it. Jack Daniel’s is a huge
brand and it makes sure that it is well
maintained and it keeps the image that it has.
Jack Daniel’s
does sponsorship and they are very successful. Recent sponsorships were with V8
Supercar, Perkins Engineering, Kelly Racing, NASCAR cup series etc. Their main
idea was sport cars and it works, these races are watched by million of people
and they definitely reach a big part of their target audience. In the past the
brand has other interesting sponsorship deals, but for me the most iconic one
is the one with “Slash” from “Guns and Roses”. In almost every picture Slash
holds a bottle of Jack Daniel’s, on videos, even concerts. Same thing applies for Jimmy Page from Led Zepplin. Slash and Page were some of the
biggest rockstars ever and I can assure you that a lot of people started
drinking “Jack” just because their rock legends drink it.
Conclusion:
People can be
persuaded to do something if they see that other people do it, especially if it
is famous people, it becomes like a trend, regardless how stupid or dangerous
it is. Jack Daniel’s has reached the peak in branding and I think that society
doesn’t mind that alcohol is bad for your health, as long as it is Jack
Daniel’s it’s worth it. People feel special having this beverage, they just
finished their boring job at the office but they will open the bottle and they
will have a glass of it just like a “rockstar”.
Keep an eye
for my next post in which I will speak about one of the famous brands in the
cigarettes industry.
