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. 


  • Merchant: Jack Daniel's
  • Industry: Beverages and apparel
  • Vaimo Base Engine: Innovate
  • Magento Edition: Enterprise
  • Markets Served: United Kingdom
  • Websitestore.jackdaniels.co.uk
  • Project Plan: 25 weeks of development
  • Number of Products: 100 - 500

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

"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, a new and a unique way for our consumers to engage more deeply with the Jack Daniel’s brand."


The Challenge

As digital becomes 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 for 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 conversion.


The Solution

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. The solution focuses on weaving a subtle blend between telling Jack Daniel’s stories and selling the brand’s premium goods.



  • Personalised /Self-Learning Search 
  • Integration with Magento Commerce Order Management Suite 
  • Age Gate Linked Up to Third Party
  • Vaimo Content Management System 
  • Engraving Feature
  • Modern Navigation Menu
  • Responsive Product Images
  • Gift Finder
  • Ebay Integration for Payments & Address Validation


Download the pdf of the story to read more.


Click here to experience Jack Daniel´s new web site. If you want to know more about this project, don't hesitate to contact us.



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