Jack Daniel's Country Cocktails
Launched in 2012, the Jack Daniel's Country Cocktails rebrand aimed to grow the Jack Daniel's franchise by introducing new consumers to its line of flavored malt beverages. Building on the equity of the Jack Daniel's trademark and the brands iconic use of black, a delicate balance of flavor iconography and color was employed to demonstrate that JDCC represents a more casual Jack Daniel's experience. This initial rebrand includes six core flavors with a strategy to introduce periodic seasonal flavors each year.
