Friday, August 27, 2010

Selling Sustainability to Whiskey Drinkers | Business |

I was a close, personal friend of Jack Daniels for many years. We have not been as close these past few years -- the phrase, "familiarity breeds contempt" comes to mind. Suffice to say that too much of a good thing can be bad.

From: Selling Sustainability to Whiskey Drinkers | Business | :

"I had the pleasure of touring the one and only Jack Daniels Distillery in Lynchburg, TN, this past weekend and found the entire experience to be an excellent example of how to sell sustainability to the consumer segments we call Cautious Conservatives and Skeptics."

"Here’s what we can all learn from the folks at Jack:

"Without the natural, limestone-filtered spring from which the water for the product comes, there would be no Jack Daniels. So they bought up 1,000 acres to make sure they could protect the land around the spring and, thus, protect the quality of the product. It’s a quality and commitment message … but it’s also a sustainability/conservation/protecting the planet message.

"They don’t believe in wasting anything, which is another sustainability message (and one our research shows plays very well with this group). They make their own charcoal through which the product is filtered -- and when it’s time to replace that charcoal, it gets remade into briquettes you can buy in the store to throw a steak over. Same with the mash that ultimately becomes the whiskey. If there’s a quality control issue, they scoop it up and sell it to a bunch of local farmers who, in turn, feed it to some very happy cows and pigs.

"At the end of the tour you can purchase some of the high end stuff in a special bottle -- and a portion of your purchase will go directly to fund the conservation efforts of Ducks Unlimited. Which means by buying Jack Daniels, Cautious Conservatives can help make sure there are plenty of duck hunting trips in their future."

While it's worth noting that Jack Daniels' worldwide distribution may not be the most environmentally responsible, it's an interesting article.

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