In case you haven’t already noticed, I’m a fan of whiskey.
Growing up in Tennessee and seeing the massive popularity of the Jack Daniel’s brand, I was amazed at how a brand could inspire so many people.
When I moved to Japan, it was a surprise at first to see how common Jack Daniel’s was in not just liquor stores but also in almost every bar and even in convenience stores.
Jack Daniel’s is a prime example of how a good product with a powerful brand can become a household name worldwide.
I’m from Tennessee, the U.S. state where Jack Daniel’s is distilled, and I can tell you first-hand that there are plenty of Japanese people who have never heard of Tennessee, but it is hard to find someone in Japan who has never heard of Jack Daniel’s.
When I am working on developing a client’s brand, my goal is to create something that can convey a message that is significant and creates a lasting impression.
In today’s world, it is tough to be original. With the internet, even the most obscure domain names have been taken, and no matter how awesome a name or logo idea you come up with, someone else has probably already done it.
For me, branding is significant in that it enables businesses to be original and interesting even in a world where so many things “have already been done”.
Today, I’m writing this blog because an opportunity has been bestowed upon me. I have been invited by Asahi Beer to attend a tasting at the “Jack Daniel’s Lynchburg Barrel House”, a pop-up bar in Ginza.
From this year, Asahi has become the official importer of Jack Daniel’s and is doing a variety of promotions to celebrate the occasion.
The Master Distiller of Jack Daniel’s, Jeff Arnett, is going to be a special guest at this tasting on his first official trip to Japan.
As Jack Daniels in its many flavors is my omiyage of choice, this is a pretty big deal for me.
Most recently, guests at my wedding received miniature bottles of “Jack Daniel’s Tennessee Honey” at my wedding.
Today will be an chance to meet the man who developed Jack Daniel’s Honey and serves as the top ambassador for his brand.
For me, it is also going to be interesting to see what Asahi is doing to promote Jack Daniel’s in Japan. Through 2012 the majority of large Japanese companies made inroads into social media, so this year will surely test to see how these companies integrate social media into their campaigns now that the platforms have matured.
I will be posting about tonight’s event on Twitter, so stay tuned around 19:00 JST if you’re interested to see how the event unfolds.
@alleninc on Twitter