Jack Daniel's global sales volume 2012-2021

In 2021, over 13 million 9 liter cases of Jack Daniel’s whiskey were sold across the globe. Sales increased each year incrementally until 2020 and the COVID-19 pandemic, but 2021 represents a new high.

Jack Daniel’s whiskey varieties

Jack Daniel’s is a brand of Tennessee whiskey produced in the United States and owned by the Brown-Forman Corporation. In additional to the company’s regular whiskey, there are many other Jack Daniel’s products in existence, such as Gentleman Jack, Jack Daniel’s Tennessee Honey, as well as various flavored premixed long drinks. Jack Daniel’s Tennessee Honey liqueur has grown in global popularity in recent years, selling just under two million 9 liter cases in 2018.

Brown-Forman's ad expenses

In the fiscal year of 2019, the Brown-Forman Corporation spent an estimated 400 million U.S. dollars on global advertising activities, a slight decrease compared to the previous year. In 2018, over 20 million U.S. dollars was specifically spent on American ads for its leading brand of Jack Daniel’s. The company spent an estimated five million on U.S. ads for Jack Daniel’s TN Honey.