JACK Daniel’s Whiskey is made in the Brown-Forman distillery in Lynchburg, Tennessee. The whiskey brand has been around for more than a century and the process has remained the same throughout the years. It is made from at least 51-percent corn, filtered through maple charcoal and then aged in new, charred oak barrels manufactured by the company itself.
Three hundred of these iconic Jack Daniel’s oak barrels made the long trip to the Philippines, where they were repurposed as Christmas trees.
Two tall barrel trees were set up in the spirit of the holiday celebrations at Eastwood and The Fort, each bearing a message that rings loud, clear and true: It’s not what’s under the tree that matters. It’s who’s around it.
The trees were lighted in a ceremony that included live bands and fireworks—and Jack Daniel’s drinks, of course.
“We’ve had a good year in the Philippines,” said Anthony Ramirez, Philippine market manager for Brown Forman Corp. “We’ve been going double figures for the last five years. This is an indication of how good the team is and that the brand is catching up with the growing economy of the country.”
Gabriel Fajardo, Jack Daniel’s Philippine brand manager, said Filipinos have also become more brand-conscious.
“Consumers have more money to spend and they are looking for more premium brands. Beer and brandy drinkers are now looking toward imported spirits.” Their market, the executive said, are those who appreciate the sweeter American whiskey compared to the Scotch which is a little more on the sour side.
Their market is younger too. Anthony added, “They are those in their 20s up to 40 or 45. The loyalty of the consumer is based on the personality of the brand. A Jack Daniel’s drinker is somebody who is not rebellious at all, but a free-thinker who is independent and self-confident. They would be the ones who say, ‘I’m doing what I’m doing because I like it.’”
Women are so into Jack too, as the executives added that their female market share has grown considerably. According to Gabriel, from 70-percent male four years ago, it has become 50-50, and ladies usually consume it mixed with their cola of choice.
“One of the good traits of the brand is that it is not gender-specific. While it has been identified with iconic male celebrities such as the band Led Zeppelin, it identifies more with Americana, which is a very strong influence in our culture.”
The concept behind the barrel Christmas trees, which were the first ones to be put up in the Southeast Asian region, mesh well with Filipino culture, too. Anthony explained, “It is about togetherness and celebrations. Christmas is traditionally the time for reunions with family and friends, and Jack Daniel’s is a very good celebratory drink for occasions like these.”
TIP BOX
How to avoid hangovers? We asked Gabriel and Anthony for their pointers on how to wake up merry and bright the morning after a party.
• Pace yourself. Celebrating doesn’t mean getting wasted.
• Hydrate. Take a water break in between your alcoholic drinks.
• Fill up. Make sure you have had something adequate to eat before the drinking session starts. Alcohol is not part of a meal-replacement plan.
• As much as possible, stick to one. Mixing different types of drinks can give a higher possibility of a hangover.
• Note: If you do get a hangover, just stay hydrated and wait it out.