Brown-Forman secures twin product launch awards at FMCG Asia Awards

The global company won the award for Singapore and South Korea.

Brown-Forman, the largest American-owned spirits and wine company and amongst the top ten largest global spirits companies, clinched dual victories at the prestigious FMCG Asia Awards, securing the Product Launch of the Year accolade in both Singapore and South Korea. The awards recognise Brown-Forman's outstanding achievements in introducing innovative products tailored to each market.

In Singapore, Brown-Forman unveiled the Jack Daniel's x McLaren Campaign, an exclusive collaboration between Jack Daniel's Tennessee Whiskey (JDTW) and the McLaren F1 Team. This limited-edition partnership, featuring the Jack Daniel's x McLaren Tennessee Whiskey 2023 bottle, marked a significant milestone as Asia's premier Hub Race activation in its debut year.

The global campaign, adapted and localised for the Singaporean market, elevated brand awareness for Jack Daniel's, expanded the consumer base for both brands, revitalised consumer excitement, and forged valuable new partnerships. The synergy between these two global powerhouses resulted in a premium and iconic brand experience that resonated with trade partners, media associates, and consumers alike.

Brown-Forman sees this collaboration as a catalyst for a new era for Jack Daniel's in Singapore, unlocking unprecedented growth avenues and solidifying its position as a leading force in the spirits industry within the Singaporean market.

Meanwhile, in South Korea, Brown-Forman introduced Jack Daniel's Tennessee Apple, a versatile and exhilarating addition to the spirits market. 

Recognising the growing popularity of flavoured whiskey in Korea, particularly amongst the younger LDA+ demographic, the launch of Jack Apple was a strategic move to capture this burgeoning market.

The success story unfolded through meticulous market analysis, proactive engagement with key customers and consumers, a strategically positioned pop-up store at the Hyundai department store in Seoul, and a robust digital communication and distribution strategy. Jack Daniel’s Tennessee Apple quickly soared to become one of the largest flavoured whiskey brands in Korea, showcasing the effectiveness of the well-planned launch strategy.

These dual victories underscore Brown-Forman's commitment to innovation, market adaptation, and strategic excellence. As the spirits industry evolves, Brown-Forman continues to demonstrate its prowess in introducing products that captivate consumers and contribute to the growth of the industry, united by a shared passion for quality spirits and a dynamic industry dedicated to demonstrating there is “Nothing Better in the Market”.

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The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].