Louisville-based Brown-Forman is building on the popularity of Jack Daniel's Tennessee Honey by naming a new global brand director just for Honey. Marshall B. Farrer has been named vice president in charge of the Tennessee Honey brand, effective Friday.
Jack Daniel's Tennessee Honey was introduced in the United States in 2011 and in Great Britain and more than 25 additional international markets over the past two years. In fiscal 2013, sales of Jack Daniel's Tennessee Honey grew by 98 percent, and global volumes rose to 770,000 nine-liter cases.
"As this new expression of Jack Daniel's has extended the brand's reach to new consumers and occasions, we must ensure we have the right resources to help Tennessee Honey achieve its full potential," said John Hayes, senior vice president and global brand director of the Jack Daniel's franchise for Brown-Forman.