New 'Tennessee Fire' whiskey to launch in three states in April
(Tennesseean) Jack Daniel's is rolling out a test version of a new cinnamon-flavored whiskey called "Tennessee Fire" that is designed to tap into the flavored whiskey craze.
The 70 proof version will launch on a limited basis in three states – Tennessee, Oregon and Pennsylvania – and will be priced similarly to the distillery's honey-flavored whiskey.
As an example of the popularity of flavored whiskey, parent company Brown-Forman reported that sales of Jack Daniel's honey-flavored whiskey were up 30 percent year-over-year in the third quarter of 2013.
"The flavored whiskey category continues to grow and we think the time is right to offer our Jack Daniel's Old No. 7 whiskey with the heat and spice of our own red hot cinnamon liqueur," said John Hayes, senior vice president and managing director of Jack Daniel's. "We're always listening to our friends and look forward to this test launch to let them try it, make sure it meets their expectations and then we'll go from there."
The company did not say how long the test run will last, and when it might be available in other states.
The new flavor appears to take aim at the popular Fireball Cinnamon Whisky launched by Louisiana-based Sazerac Co. Sales of that brand have risen dramatically over the past couple of years.