Jack Daniel’s has surprised the spirits industry with the launch of Tennessee Blackberry, a permanent addition to its portfolio that combines the heritage of Old No. 7 with a natural blackberry liqueur. The decision comes at a time when Britain’s flavoured whiskey segment is growing rapidly, driven by younger consumers, cocktail culture and demand for lighter drinks. For London’s bars and British retailers, the new release could signal a fresh chapter in how whiskey is consumed. As noted by The WP Times, it is both a bold innovation and a calculated move by a brand with more than 150 years of heritage.

Product: tradition meets fruity innovation

Tennessee Blackberry is based on the Old No. 7 mash bill – 80% corn, 12% rye and 8% malted barley – before undergoing the Lincoln County Process, where the spirit is mellowed drop by drop through maple charcoal. It then matures for at least four years in new American oak barrels, before being blended with a natural blackberry macerate. The result: a deep purple colour, layered fruit notes and a lighter 35% ABV.

Taste profile: three-layer experience

  • Nose: ripe blackberry, vanilla, light oak
  • Palate: fruity acidity balanced with caramel and nuts
  • Finish: dry, oaky, with a gentle spice

Its versatility makes it suitable for neat sipping, long drinks with tonic or ginger ale, and creative uses in desserts, glazes and cocktails.

Market context in Britain: why now

The UK, particularly London, has embraced flavoured spirits as part of its vibrant cocktail culture. Global IWSR data shows flavoured whiskey sales grew by 47% between 2018 and 2023. Britain is following the US in this trend, fuelled by:

  • younger consumers preferring softer spirits,
  • the rise of cocktail culture on social media,
  • demand for lower-ABV alternatives.

Competitors like Jim Beam Honey and Wild Turkey American Honey already dominate the shelves. Jack Daniel’s, arriving later, has chosen blackberry – a flavour tied to British hedgerows and traditions – to stand out in the crowded market.

Price and positioning

Expected UK retail: £18–£22 for 70cl.

  • Cheaper than Old No. 7,
  • Positioned above standard liqueurs,
  • Competitive with other flavoured whiskeys.

For pubs and restaurants, the bottle offers high margins both as a shot and as a cocktail ingredient.

Where to buy in London and the UK

  • Supermarkets: Tesco, Sainsbury’s, Asda, Waitrose
  • Specialist retailers: The Whisky Exchange (London Bridge & online), Gerry’s of Soho, Selfridges Food Hall
  • Online shops: Amazon UK, Master of Malt, The Whisky Shop
  • Bars & pubs: Already appearing in Shoreditch, Soho and Covent Garden cocktail menus, where flavoured whiskey is trending.

The story behind Jack Daniel’s: myths, medals and mysteries

The Jack Daniel’s story begins in Lynchburg, Tennessee, where a young orphan named Jasper Newton “Jack” Daniellearned whiskey-making from a preacher-distiller. By just 13, Jack had founded what would become the first registered distillery in the US (1866).

The origin of the Old No. 7 label remains a mystery – perhaps his lucky number, perhaps his seventh recipe, or his original government licence number. Jack never revealed the truth, leaving fans guessing for over a century.

By 1904, the brand won international fame when Old No. 7 received a gold medal at the St. Louis World’s Fair. Jack himself was a colourful character, standing just 5’2” in his bowler hat and bow tie. Legend says he died after kicking a safe that wouldn’t open, injuring his foot – a tale still told as “never kick something that doesn’t open.”

Through Prohibition and world wars, the distillery survived, keeping its Lincoln County charcoal mellowing process intact. In 1956, Brown-Forman acquired the brand and expanded it worldwide. Jack Daniel’s soon became more than whiskey: it was a cultural symbol, with Frank Sinatra calling it “the nectar of the gods” and rock bands adopting it as a badge of authenticity.

Innovation has come in careful steps:

  • 1988 – Gentleman Jack (double mellowed)
  • 2011 – Tennessee Honey (flavoured whiskey boom)
  • 2025 – Tennessee Blackberry, aimed at a new generation

Today, Jack Daniel’s is sold in over 170 countries, producing 130 million bottles annually. Ironically, its home county of Lynchburg remains dry – you can tour the distillery, but cannot buy a drink locally.

Practical tips for UK consumers and hospitality

For consumers:

  • Try neat and chilled to balance fruit and oak
  • Mix with tonic, soda or citrus for a lighter serve
  • Experiment in desserts or BBQ sauces

For bars & retailers:

  • Promote Tennessee Blackberry in cocktail menus
  • Use its British flavour link (blackberry) in storytelling
  • Include in tasting sets and gift packs

Jack Daniel’s Tennessee Blackberry is not just a seasonal experiment but a strategic entry into a booming category. For Britain, where cocktail culture and flavoured spirits are thriving, it could become a staple in both home bars and London’s nightlife. By merging American heritage with a fruit beloved in British tradition, Jack Daniel’s shows how innovation and legacy can blend into a new standard for whiskey.

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