JDO Brand & Design has again partnered with Brown Forman, Australia this time to launch a new Jack Daniel’s ready to drink (RTD) product, ‘American Serve’ to target true whiskey lovers.

The new range provides the ‘perfect pour’ delivering one and a half shots of Jack Daniel’s Old No.7 with a splash of cola, ginger or lemonade to give the authentic smooth taste expected from a classic American serve.

JDO was briefed to develop a new and innovative way to showcase the American ‘look & feel’ of the RTD packaging to target a more sophisticated drinker and to help grow the RTD market and recruit new consumers. The teams were asked to design an RTD concept that was premium, modern, confident and authentic but that still held true to the strong Jack Daniel’s values of heritage and craftsmanship. The new design also needed to credibly own the ‘American Serve’ positioning in the Australian market.