Brown Forman India announced the nationwide release of their finely crafted, red-hot cinnamon spirit, Jack Daniel’s Tennessee Fire. Following its highly successful limited release in the duty free channel six months ago, ‘Jack Fire’ will now be available in most premium stores across the top cities in India. Jack Daniel’s Tennessee Fire is a delicious, complex new member of the Jack Daniel’s family. It delivers the smooth character of Jack Daniel’s whiskey with the spicy yet smooth finish of cinnamon. The result is a sweet, hot-cinnamon kick that complements the smooth and delicious taste of Jack Daniel’s – a unique finish full of unmistakable character.

Jack Fire was launched in India with an exclusive Masterclass hosted by Jack Daniel’s India Brand Ambassador Vikram KU. The affair saw serious whiskey aficionados coming together to taste, savour, discuss and learn more about the unique brand and its products.


The Jack Fire Masterclass started with Vikram taking the guests on a visual tour across the Jack Daniel Distillery in Lynchburg, Tennessee, where the product is crafted, and then proceeded to explain the blends, tasting notes and flavor profile of Jack Fire.

I think Indian consumers would be able to connect well with the finely crafted, red-hot cinnamon spirit, Jack Fire. Cinnamon is one of the most used spices in any household here,
and we use the highest quality sustainably sourced, real cinnamon. True Cinnamon or “Ceylon” cinnamon, used in Jack Fire, never takes centre stage in a recipe but adds complexity and depth. It smells mild when ground and the aroma it gives off is very sophisticated and fragrant.
Jack Daniel’s Master Distiller Jeff Arnett would describe Jack Fire as a “hot bakery cinnamon roll in a glass of Jack.” said Vikram

Jack Daniel_s Tennessee Fire“Jack Daniel’s Tennessee Fire is best enjoyed among a group of friends as a chilled shot. We’re looking forward to have our friends in India enjoy this latest innovation from Jack Daniel’s,”Vikram added.

Speaking on his expectations from the Indian audience, Vineet Agrawal, Head of Marketing – Indian Subcontinent and Maldives, Brown-Forman Worldwide L.L.C, said, “Jack Daniel’s first flavor variation, Jack Daniel’s Tennessee Honey, has since become one of the most popular whiskey liqueurs in India. We’re now offering existing fans and new consumers another flavor option through the Jack Daniel’s Tennessee Fire.”

“Mr. Jack himself was a true innovator and was always exploring how to do things differently. Ultimately, he wanted everyone to enjoy JD in a way that fit their palate. At Jack Daniel’s we believe whiskey drinking is a personal journey and we want to have something for people at every step,” added Vineet.

‘Jack Fire’ is now rolling out across India and is priced at Rs. 4,000 in Delhi, Rs. 4590 in Bangalore and Rs. 4400 in Mumbai.