Hard-drinking brand gets dressed up
MELBOURNE: Jack Daniels' new representative has big plans for the legendary whiskey label's apparel and accessories offering.
Jack Daniels' US parent company Brown-Forman Beverages has appointed Melbourne brand development and licensing specialist Merchantwise to run the Jack Daniels (JD) program in Australia and New Zealand.
Merchantwise director Alan Schauder said the brand, ormerly managed by beleaguered licensing firm Gaffney International - which went into administration last month shortly after the deal was sealed - brand would benefit from Merchantwise's expertise in market intelligence, strategic planning design and brand management. The company's priority was to enhance the broad range of lifestyle and apparel products in the JD program, he said.
"We will be managing all pre-existing apparel relationships and the development of new ones. The key priority for apparel and accessories is to broaden the range into traditional department stores such as Myer in Australia and Farmers in New Zealand. We are also seeking to reinforce the premium positioning of the JD brand through a co-branded range with a leading men's fashion label," he said, adding it was too early to divulge details of the latter strategy.
In the meantime a mid-market summer JD range launches this month, with winter set to launch next March. The company will also run a stock service range of summer and winter apparel all year round.
JD's mid-market apparel offering includes tees priced from $34.95 to $39.99, headwear from $24.99 to $29.99, polo shirts from $49.99 to $59.95, button up shirts from $59.99 to $69.95 and jackets from $79.95 to $199.99. A range of accessories including hip flasks starting at $29.99 and key rings from $4.99 to $9.99 is also available.
As the overarching custodian of the JD brand, Merchantwise will oversee of all JD sub-licensees in Australia including Licensing Essentials - which represents men's and women's casualwear and headwear and has extensive distribution through specialty retailers; Hot Springs - which represents men's boxers and sleepwear sold through specialty channels and Target stores; and Apparel Design - which represents Jack Daniels racing branded apparel - sold trackside, at auto dealerships and selected specialty stores.
By Belinda Smart