Jack Daniel's global sales volume 2012-2023

In 2023, over 14 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. 2021 and 2022 represented new highs before declining again in 2023.

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 two million 9 liter cases in 2023.

Brown-Forman's ad expenses

In the fiscal year of 2024, the Brown-Forman Corporation spent an estimated 529 million U.S. dollars on global advertising activities, an increase compared to the previous year.