The successful growth of the Jack Daniel's line of barbecue meat products stands as a fantastic case study on the right way to earn and grow a blockbuster brand licensing agreement.
Everyone thinks they know “Jack.” Nowadays, it’s virtually impossible to avoid references to the Jack Daniel’s Old No. 7 Tennessee Whiskey in mainstream pop culture — even if you don’t imbibe, you likely know someone who always orders a “Jack & Coke” when they go out.
However, earning the right to really know “Jack” in a business sense requires a different variety of dedication. Jack Daniel’s is more than 150 years old, and like any world-renowned mega-brand, it has lent its name to a wide variety of products over the decades. In 2007, Vernon, Ca.-based processor Golden West Food Group (GWFG) earned the licensing agreement, and the Jack Daniel’s Meats brand was launched. Since then, the brand hasn’t looked back, growing to become the No. 1 fully cooked barbecue brand in the U.S., according to Nielsen.