Vintage Taste, Global Market: Engaging Consumers Worldwide


Though they’re one of the largest American-owned spirits companies in the world, selling in over 160 countries, Brown-Forman’s Jack Daniel’s brand has been distilled, matured, and bottled in the same small town in Tennessee for 150 years. When they looked to begin their digital journey they started with the UK market. Brown-Forman wanted to make sure their new site reflected their rich traditions, brand stories, and a unique visitor experience.  

“Because it’s such an iconic brand, I think it’s really important that we consider that when we build the online experience—the [ecommerce] experience—so we don’t lose the whole reason why people identify with Jack Daniel's as a brand,” says Martin Hjalm, Director of Global eCommerce at Brown-Forman

Working with Magento Solution Partner Vaimo, they built a content-rich, responsive site that allows them to perfectly blend their storytelling with their products, and enables them to feature products that are harder to find in stores. The Magento based website is fully-integrated with the Magento Commerce Order Management suite, including payment solutions, and offers features such as personalized engraving on the bottles. The Commerce Order Management multi-site and multi-brand functionality easily positions them for planned expansions into Australia and Germany.

Here's their story!