Jack Daniel’s UK

Brown-Forman is one of the largest American-owned spirits companies in the world, selling its products in over 160 countries. Jack Daniel’s Old No. 7 Tennessee Whiskey is the company’s flagship brand and is the best-selling American whiskey in the world. The world-renowned whiskey is distilled, matured and bottled in Lynchburg, TN.

The Challenge

As digital became an increasingly important channel for Brown-Forman, the group wanted to create a new online and mobile channel and become the world’s leading platform for consumers seeking a premium “spirit” experience. Brown-Forman decided to begin their digital journey by creating a brand-new site for their Jack Daniel’s UK market. They wanted to showcase their premium product family by communicating their brand stories while ensuring the visitor experience leads to conversions.


Vaimo created a content-rich, responsive site for Jack Daniel’s that not only promotes the brand, but also celebrates the authenticity of Jack Daniel’s through story-telling. The solution is fully integrated with Magento Commerce Order Management suite, including OMS (Order Management System), payment solutions and boasts features like the possibility to inscribe a personalised engraving on the bottles. The Vaimo Content Management System allows the Jack Daniel’s in-house team and various agencies to easily support, control and maintain campaigns.


Increase in sessions


Increase in users

(Comparing  Aug 11, 2016 to Aug 11, 2017)


Increase in online turnover

“The launch of the Jack Daniel’s store gives us a new route to the consumer and a new platform to tell our authentic brand stories on. This is a great opportunity for us to make our products more accessible to our consumers, and a new and a unique way for our consumers to engage more deeply with the Jack Daniel’s brand.”

Ffion Jones, Senior Brand Manager at Jack Daniel’s UK


• Personalised/self learning search

• Integration with Magento Commerce Order Management Suite

• Age gate linked up to third party

• SKU validation on administration side

• Responsive product Images

• Ebay integration for payment & address validation

• Gift Finder

• Products with customisable gift tags

• Engraving feature

• Modern navigation menu

• Vaimo Content Management System

• Integration with Nosto


The amount of content that needed to be prepared for the Jack Daniel’s site was more than what was originally foreseen and highlighted the need for truly understanding the role that content plays during the delivery phase. Vaimo needed to finish all of the requirements in a timeframe that became tighter due to the time it took to perfect the user experience according to a content map that was incredibly rich and wide. At the end of the project, Brown-Forman, Vaimo, and eBay felt like one team, although they were scattered across three different continents.

The launch of the Jack Store in the UK is a stepping stone for us and we are looking to expand our eCommerce capabilities into other markets and brands. Vaimo’s approach and capabilities coupled with their Magento experience made them an easy choice for us, and they have been a key factor in helping us successfully bringing the website to market.

Karen Taylor

Ecommerce Manager, Jack Daniel’s UK


The solution provided by Vaimo is a stepping stone in Brown-Forman’s expansion into eCommerce, and the framework and platform will be used to expand into other countries. Work is already on the way to launch B2C and B2B sites on the platform in two other countries.

“The maturity and capabilities of the Magento platform gives us the foundation to scale in a cost efficient way, and the ability to add features and functionality as we get better at eCommerce.

Karen Taylor

Ecommerce Manager, Jack Daniel’s UK

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Jack Daniel’s UK

Discover the world of Jack, where you’ll discover a seamless blend of premium products with unique recipes, rich history, and Jack Rocks music events.

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