JACK DANIEL’S

Submitted To: ARVIND KUMAR JAIN

Presented By: GROUP 4
 ● ADITI-500085324
● ANISH RAJ-500085321
● ARIJEET GUHA-500085444

GROUP
● ARPIT MAKKAR-500085240
● AMRITAM ANSHUMAN-500085275
● AISHWARY JAIN-500085447
● CHHAVI GARG-500085129

MEMBERS
● DIVYA VASUDEV-500085140
● KAMLESH CHOUDHARY-500085127
● KAVYA GOEL-500085157
● NAMAN BEWAL-500084407
● NEHA SHAIKH-500085274
ORIGIN OF “WHISKY”
The term ‘whisky’ derives originally from the Gaelic ‘uisge beatha’,
or ‘usquebaugh’, meaning ‘water of life’. Gaelic is that branch of
Celtic spoken in the Highlands of Scotland.

The origin of whisky began over 1000 years ago when

distillation made the migration from mainland Europe into
Scotland and Ireland via traveling monks. The Scottish and
Irish monasteries, lacking the vineyards and grapes of the
continent, turn to fermenting grain mash, resulting in the first
distillations of modern whisky.
History of whisky
 ● Whiskey is recognized as the world’s 1st spirit
● Whiskey originated in Ireland in the fifth century, but Scotch whiskey
dominated the world market when the French Cognac vineyards was
destroyed by a plague in the 1870′s.
● In the 1600s and 1700′s the idea of grain distillation traveled to
Canada and American, where bourbon, whiskey, and ryes started to
be produced.
● Whiskey is made from grain, water, and yeast. The quality of each
gives whiskey its different flavors.
Development of whisky
Scotch whisky has been produced since the 1700s as a
professionally crafted product. But it’s distillation probably
took place earlier than this in farmhouses and crofting
barns around the country. In its early years, it was a spirit
made as a way of preserving excess grain harvests, not as a
relaxing sipping drink. It wasn’t until the 18th century,
however, that Scotch became a commercially available
commodity.
Even though it was a fairly crude product, whisky was
gaining popularity as an attractive tipple, not just a
medicine, as it had been in times past. More distilleries
started producing whisky which meant the process of
distilling underwent some changes to make it more
efficient and cost-effective. Going into the 19th century,
there were huge advancements in the way distillers were
operating. Previously, the traditional batch process could
be hit or miss depending upon subtle changes in the
distilling process. But the introduction of the continuous
still, later the Coffey Still in 1831, meant that a more
consistent product could be made.
Health benefits of whisky
Lowers Risk of Heart Disease
According to multiple studies, a glass of whisky a day can help reduce your risk of heart
disease and heart failure. According to a study by Harvard, a moderate amount of alcohol
raises the amount of “good cholesterol” in your blood. This is a natural protection against
heart disease.

Can Help Fight Cancer

Although it should not be used as the only treatment, research shows whisky can help
fight cancer. Whisky contains ellagic acid, which helps absorb rogue cells in your body.
This acid is also found in fruit and wine; however, it is found in higher levels in whisky.

Promotes Weight Loss

Not only is whisky delicious in flavour, but it contains very little sodium and no fat. Plus, the
sugar in the drink is simple sugar, which is quickly processed by the body. This can help
promote weight loss. Moderate beer drinkers tend to lose muscle tone and increase their
“beer gut.” By switching to whisky you can keep the pounds off while still having a good
time.
Reduce Stress
Between work, family, and everyday stresses, you deserve a break. If you are
feeling stressed, a glass of whisky can take off the edge. Alcohol is known for
calming the nerves. This is extremely beneficial for people with high stress or
anxiety. However, alcohol should not be used as the only way to de-stress.
Relying on alcohol as a way to calm your nerves can lead to further anxiety if
abused

Reduces the risk of Diabetes

If you are at risk for diabetes, whisky is good for you. The sweet drink has been
shown to reduce the chances of diabetes by up to 40%. According to a study, a
moderate amount of whisky can improve your body’s ability to regulate insulin
and glucose levels. This is because of all the simple sugars in the drink, which
are easy to process. If you can control your body’s blood sugar levels, then you
lower your risk for developing diabetes.
 Jack daniels
When people in Tennessee hear
the word “whiskey,” the name of
Jack Daniel automatically comes
to mind. That’s because Jack
Daniel’s signature tasting whiskey
is synonymous with southern
living. Here’s a little background
on how Jack Daniel’s came to be
the go-to liquor in Tennessee.
Jack Daniel's is a brand of Tennessee whiskey
and the top-selling American whiskey in the
world. It is produced in Lynchburg, Tennessee,
by the Jack Daniel Distillery, which has been
owned by the Brown–Forman Corporation
since 1956. Jack Daniel's home county of
Moore is a dry county, so the product is not
available for purchase at stores or restaurants
within the county.
Tennessee whiskey is among the
most popular whiskies in the world.
The style is very specific and only a
couple of distilleries in the state of
Tennessee produce it. Dominating
this tight market is the popular brand
Jack Daniel's, which produces some
of the best bottles of
Tennessee-style whiskey available.
Yet, from this single brand comes a
number of impressive bottles of
whiskey that you'll want to pick up
and taste for yourself.
Jack Daniel's is a brand of sour mash Tennessee whiskey that is among the
world's best-selling liquors and is known for its square bottles and black
label. Although the product generally meets the regulatory criteria for
classification as a straight bourbon, the company disavows this
classification and markets it simply as Tennessee whiskey rather than as
Tennessee bourbon.It is produced in Lynchburg, Tennessee by Jack Daniel
Distillery, which has been owned by the Brown-Forman Corporation since
1956. Despite being the location of a major operational distillery, Jack
Daniel's home county of Moore is a dry county, so the product is not
available for sale at stores or restaurants within the county.
Nobody Knows What the No.7 on
Jack Daniel’s Label Stands For?

There have been many speculations,

but still the No.7 remains a well-kept
secret. Some say the number represents
Jack Daniel’s seven lovers, and others
talk about a reference to the number 7
train delivering the barrels. Who
knows?
The Main Differences Between Jack Daniels vs Blue
label and Gold label of Johnnie Walker
The main differences between Jack Daniels vs Johnnie Walker are:
● Jack Daniels is an American Whiskey, whereas Johnnie Walker is a
Scotch whiskey.
● Jack Daniels is a traditional Tennessee sour mash whiskey, whereas
Johnnie Walker is an expensive scotch whiskey. Jack Daniels has to
be aged at least 4 years to 7 years, whereas Johnnie Walker is aged
12 years
Some competitors of Jack daniels
Chivas regal
Chivas Regal is a blended Scotch
whisky produced by Chivas
Brothers, owned by Pernod Ricard.
According to the brand packaging,
Chivas Brothers was first
established in 1801 in Aberdeen,
Scotland. The Chivas brand's home
is Strathisla Distillery at Keith,
Moray in Speyside, Scotland.
Gold label
A blend of over 15 single malts.
It was derived from Alexander
Walker II's blending notes for a
whisky to commemorate Johnnie
Walker's centenary. His original
efforts were thwarted by a
shortage of these malts
following World War I. Gold
Label is commonly bottled at 15
or 18 years.
Blue label
Johnnie Walker's premium blend. Every bottle is serial
numbered and sold in a silk-lined box, accompanied by a
certificate of authenticity. There is no age declaration for
Blue Label. It is one of the most expensive blended
Scotches on the market, fetching prices upwards of $225 a
bottle. Notable Blue Label aficionados included the late
U.S. President Richard Nixon.
Swot analysis- jack daniels
Vintage brand: Jack Daniels has been able to
maintain its vintage image which is strongly
associated with the square bottle, the black and
white label, the charcoal flavour and the dark brown
colour. The brand continues to maintain its identity
and remains similar to what it was when it was first
brewed in 1866.

STRENGTHS
Process: The brewing process used by Jack Daniel
was quite different from his contemporaries. Jack
used the iron-free cave spring water from
Lynchburg’s springs selected the finest grains,
tempered the whiskey by filtering it through ten feet
of sugar maple charcoal, and changed the charcoal
on a frequent basis to improve the quality and
consistency of the Except for some amount of
automation the process remains largely the same
even today.
Customer-driven promotions: From the time
it started promoting the brand, Jack Daniels
has always focused on enhancing customer
engagement. From sponsorship of motor
racing and other popular sporting events to

strengths
their popular Barbeque festival the brand has
always been using any possible avenue that
would get them closer to the customer.

Consistency: The brand has always been

consistent in not just its advertising messages
but also in the product which has not changed
much in taste or texture from the time it was
first introduced. These are probably the
reasons why the brand has been able to win
the trust and goodwill of their customers.
Global accountability: The core values
of the brand Jack Daniel remain the same
across years and the brand stands for
integrity, independence and authenticity.

STRENGTHS
These do not change either does the
product in any market that it is sold in.
This global acceptability of the brand is
also a strength.
Supply-demand balance: Though a vintage
brand one of the prime challenges that Jack
Daniel has faced is balancing supply and
demand. The demand initially had been
higher than the supply which the company

WEAKNESSES
was finding difficult to ramp up because of
the complication in the manufacturing
process.

Cannibalisation of parent brand: With the

agenda of capturing new markets, Jack
Daniel has introduced numerous variants
such as flavoured whiskeys and other
premium spirits and this increases the risk
of cannibalization of the parent brand on
which the image has been built.
Inability to target mass: Jack Daniel is
a brand in the premium segment of the
market and is priced at a very high
level. Thus it cannot cater to the mass

WEAKNESSES
market but must look at building a
base of loyal customers who will bring
in business through repeat purchase.

I
Retail consumption: In comparison to the
last decade the number of parties where
people consume alcohol that is hosted at
home is growing and so are the number of
consumers who prefer to have a drink at
home than at a bar or a pub. This is

OPPORTUNITIES
increasing the retail consumption of alcohol
a trend which is likely to grow in both
developed and emerging markets.

Growing popularity of whiskey and

bourbon: Earlier whiskey and bourbon was
considered to be a drink for the elite and
was mostly popular only in the West. But
the recent years have seen an increase in
the sale of both these liquor types in the
Easter cultures as well.
The popularity of flavoured
whiskeys: In addition to the ages-old
whiskey today there is also a

OPPORTUNITIES
growing preference for flavoured
Whiskey. Jack Daniels has already
established their presence in these
markets with brands like Tennesse
Fire and Tennessee Honey.
Competition: Some of the major
competitors of Jack Daniel are
Diageo, Ab In Bev, Sab Miller, United
Breweries etc.

Regulation in Drinking Age – The

drinking age regulation is a serious
threat to the brand. It impacts
business revenue to a great extent.
THREATS
Liquor Taxation – The tax imposed on
liquor is also a serious threat to the
business. Based on the tax, the liquor
prices will also rise thereby losing
customers who may not afford to buy it.

Smaller Brands – Sale of smaller brands

in the market and its uncertainty in the
sales is also a serious threat to the brand.

Raw Material Prices – The change in the

THREATS
prices of the raw material used in the
production of whiskey will also impact the
production of Jack Daniel products. It will,
in fact, affect the prices of the product as
well.
DATA ANALYSIS
In our survey 66.7% of males
and 30.3% of females took
part.

With the help of secondary

data from other resources , we
came to know that adult men
drink more than women.
In our survey 69.7% belonged to the age
group of 18-24 years.

27.3% of people belonged to the age

group of 25-30 years.
And 3% of people belonged to the age
group of 30-39 years.
With the help of secondary data from
other sources we found out that the
percentage of adults who had atleast 1
heavy drinking day in the past year was
highest among adults aged 18-24
(35.6%) and 25-44 (34.3%) and
decreased with increasing age after the
age of 45. This pattern was observed
both for men and women.
When we surveyed people about
how often do they drink whisky, we
obtained the following results.

● 12.1% of surveyed people

consumes whisky on a daily
basis.
● 42.4% of surveyed people
consumes whisky on weekly
basis.
● 24.2% of surveyed people
consumes whisky once in a
month.
● 21.2% of surveyed people
consumes whisky once in a
year.
When we asked people about how much
they are willing to spend on whisky, we
obtained the following results,

● 36.4% of people surveyed are

willing to spend 7,500 Rupees to
15,000 Rupees on whisky.
● 21.2% of people surveyed are
willing to spend 15,000 Rupees to
30,000 Rupees on whisky.
● 24.2% of people surveyed are
willing to spend 30,000 Rupees to
45,000 Rupees on Whisky.
● 15.2% of people are willing to spend
70,000 Rupees and above on
whisky.
The question arises that why are people willing to spend so
much money on whisky?
While the offhand, simplistic answer may be “quality”, the
question deserves a more detailed explanation. The answer
can be attributed to a variety of causes, which can be
grouped as production costs, product quality, and of course,
marketing.
Ultimately, premium whiskies have a “smoother” taste to the
aficionados, with the right mixture of taste, flavor and
mouthfeel. It could be peaty and smoky for a single malt
with faint vanilla undertones, or the distinctive taste of a
premium Bourbon.
This means that premium whiskies do not just cost more,
they taste better to the drinker. So good quality is an
indicator and driver of price.
We gave 4 options of whisky to
people and asked their preference that
what would they prefer in a bar, we
obtained the following results

● 81.8% of the people surveyed

chose Jack Daniels
● 9.1% of the people surveyed
chose Blue Label
● The rest 9.1% of people chose
Gold Label and Chivas Regal

Jack Daniel’s is the 4th best selling

spirit in the world (by value), making it
the best-selling American spirit,
followed by Bacardi (5th) and then Jim
Beam (14th).
When we asked people about their
interest in whisky, we obtained the
following result.

● 36.4% of the people surveyed

describes themselves as
'extremely interested'
● whereas, 60.6% of the people
surveyed describes themselves
as 'moderately interested'

Why do people prefer whisky over

other drinks?
Because whisky a sign of class and
maturity. The beauty of whisky is that
you can enjoy it alone as well as with
your friends.
When we asked people that do they
stick to the same whisky brand or do
they like to try new varieties, we
obtained the following results

● 21.2% of the people surveyed

prefer to stick to the same bottle
● 18.2% of the people surveyed
prefer to the same
brand/distillery.
● 21.2% of the people surveyed
prefer to stick to the same
region
● 39.4% of the people surveyed
prefer to try new whiskies.
When we asked people about
how they came to know about
whisky, we obtained the following
results

● 54.5% of the people

surveyed learned about
whisky through their friends.
● 27.3% of the people
surveyed learned about
whisky through their family
members
● 9.1% of the people surveyed
learned about whisky
through their relatives.
When we asked people about
where they prefer to drink whiskey,
we obtained the following results

● 45.5% of people surveyed

mostly drink whisky in a
bar/pub.
● 27.3% of people surveyed
mostly drink whisky at their
home.
● 21.2% of people surveyed
mostly drink whisky at a social
gathering/occasion.
● 6% of people surveyed mostly
drink whisky in a restaurant.
When we asked people's opinion on whiskey,
we obtained the following results

● 48.5% of people surveyed thinks that

whisky is a party drink.
● 33.3% of people surveyed thinks that
whisky is a 'solo drinking' drink
● 24.2% of people surveyed thinks that
whisky is a family drink
● 45.5% of people surveyed thinks that
whisky is a 'friends only' drink
● 24.2% of people surveyed thinks that
whisky is a couple's drink

That's the beauty of whisky, you can enjoy it

with your friends, your family or alone. On the
rocks with a hint of soda heals everything! ;)
When we asked people about the
factors affecting their purchase decision
of whisky, we obtained the following
results

● Culture-27.3%
● Price- 39.4%
● Brand Name- 69.7%
● Product Image- 33.3%

Research shows that generally, the

consumer’s purchase decision is to buy
the most preferred brand.
Being consistent in marketing,
advertising and the ideas behind the
brand helps to create emotional ties
which therefore bring trust and loyalty
to the consumer.
When we asked
people about their
knowledge of whisky
on a scale of 1-5, 1-
Very Knowledgeable
and 5- Not
knowledgeable at all,
we got the following
results
When we asked people about their
preference on gifting a bottle of
whisky, we obtained the following
results

● 72.7% of people surveyed

would gift a bottle of whisky

A good bottle of whisky makes a

great gift, perfect for any occasion.
Whether you're buying for a Scotch
lover or one who prefers bourbon,
rye, Irish, or Japanese, whiskey is
one of the best gifts for someone
who drinks.
conclusion
Of all the spirits that flow freely in India, whisky is the one with the
most devoted fan base.Whatever the kind may be, any celebration in
the country calls for the presence of whisky. It's a common fixture in
parties, inside or outdoors, as well as the drink most reached for after
a tiresome day. It's the preferred potion to warm up the body with
when confronted with biting winter cold, and the perfect addition to
classic cocktails. And whether it's Indian whisky brands that are easy
on the wallet or the pricier single malt Scotch whiskies in the market,
India consumes the this liquid with equal ease and zest.
India definitely is one of the most important emerging
markets for the brand and it is the country with the
highest whisky consumption.
After a thorough research, we came to know that Jack
Daniels is one of the most popular whiskeys preferred
in India.
Whiskey tells us a story. It tells a story of a certain
time and a certain place, of a distillery and those who
work in it. We love the idea that an entire team of
people worked every day to grow barley, distill
whiskey, maintain a distillery, patiently watch over
barrels, and the million other minute tasks that go into
creating a single bottle of whiskey that is then
transported (sometimes to the other side of the world)
for us to enjoy.
Thank you!