Time to Spice up your Peg

By Manupriya Verma

Wondering what we are talking about here? Yes you guessed it right! It’s time to give another chance to your classic whiskey, here’s one grand gift to those whiskey aficionados, Jack Daniel’s Tennessee Fire is finely crafted, red-hot cinnamon spirit, giving your whiskey an entirely different character; it’s smooth, it’s spicy and is exactly what you have always been missing in your pegs. So it’s time to cherish and sink in this new flavor launched by Jack Daniel exclusively for the Indian market.

Talking more about the flavor, Jack Daniel’s Tennessee Fire is a sweet, hot-cinnamon kick that complements the smooth and delicious taste of Jack Daniel’s – a unique finish full of unmistakable character.

Jack Fire was launched in India with an exclusive Masterclass hosted by Jack Daniel’s India Brand Ambassador Vikram KU. The Jack Fire Masterclass started with Vikram taking the guests on a visual tour across the Jack Daniel Distillery in Lynchburg, Tennessee, where the product is crafted, and then proceeded to explain the blends, tasting notes and flavor profile of Jack Fire.

“I think Indian consumers would be able to connect well with the finely crafted, red-hot cinnamon spirit, Jack Fire. Cinnamon is one of the most used spices in any household here, and we use the highest quality sustainably sourced, real cinnamon. True Cinnamon or “Ceylon” cinnamon, used in Jack Fire, never takes centre stage in a recipe but adds complexity and depth. It smells mild when ground and the aroma it gives off is very sophisticated and fragrant. Jack Daniel’s Master Distiller Jeff Arnett would describe Jack Fire as a “hot bakery cinnamon roll in a glass of Jack.” said Vikram

Speaking on his expectations from the Indian audience, Vineet Agrawal, Head of Marketing – Indian Subcontinent and Maldives, Brown-Forman Worldwide L.L.C, said, “Jack Daniel’s first flavor variation, Jack Daniel’s Tennessee Honey, has since become one of the most popular whiskey liqueurs in India. We’re now offering existing fans and new consumers another flavor option through the Jack Daniel’s Tennessee Fire.”

Jack Fire’ is now rolling out across India and is priced at Rs. 4,000 in Delhi, Rs. 4590 in Bangalore and Rs. 4400 in Mumbai.