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Jack Daniel’s boosts “ready-to-drink” sales by 84% using retail data

Five hands clink glasses filled with whiskey, in a celebratory toast. Five hands clink glasses filled with whiskey, in a celebratory toast.

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Key results

%
uplift in product sales*
%
uplift in conversions vs. control group
%
uplift in broader portfolio halo sales*
%
of customers were first-time shoppers
%
of users converted within 7 days
*Sales uplift was measured against a campaign benchmark

BUSINESS OBJECTIVE 

Using retail data and closed-loop measurement for deeper insights 

Iconic spirits company Brown-Forman set out to boost sales for its Jack Daniel’s ready-to-drink (RTD) beverages in Australia. Despite strong brand equity, the company wanted to ensure it remained top of mind as consumers shopped for adult beverages. 

Rising competition and fragmented customer journeys across digital channels made it difficult for Jack Daniel’s to stand out and measure advertising impact. 

To address this, Brown-Forman worked with its agency, Starcom Australia, and The Trade Desk to develop a programmatic omnichannel campaign approach. The team used retail data and closed-loop measurement to validate sales uplift, reengage lapsed buyers, and attract new customers to its RTD beverages and other Jack Daniel’s portfolio.

SOLUTION 

Measuring incremental impact with control testing 

Brown-Forman used Coles 360’s retail data to target high-potential consumers and connect media exposure to real retail outcomes. The campaign focused on: 

  • Consumers demonstrating strong purchase intent 

  • Lapsed Jack Daniel’s purchasers 

  • Shoppers who previously purchased competitors’ RTD products 

The team reached these audiences across broadcast video on demand, online video, display, and audio. 

To measure effectiveness, Brown-Forman used Coles 360’s sales-based control-versus-exposed test designed to measure incremental conversions and sales. This A/B test compared consumers exposed to Jack Daniel’s ads with a control group that was intentionally not exposed to the ads. 

Coles 360 then matched retail sales data to each group, isolating the campaign’s impact from external factors like promotions and seasonality. This approach created a clear link between media exposure and sales outcomes. 

RESULTS 

Delivering significant impact with a portfolio “halo effect” 

The campaign delivered strong, measurable results that demonstrated the effectiveness of using retail data to reach high-value, receptive audiences. Brown-Forman achieved an 83.8% uplift in sales and drove significant incremental revenue. Conversions increased by 243% compared to the control group. 

Beyond the featured products, the campaign created a significant “halo effect” for the larger Jack Daniel’s portfolio. It lifted total halo sales by 80.1%, proving that media investment in a single product can drive broader brand growth. 

These results demonstrate the effectiveness of using our platform with Coles 360’s retail data and how closed-loop measurement can drive both product-specific performance and portfolio-wide impact. 

  • “Working with The Trade Desk and Coles 360 helped us clearly connect our media spend with real retail outcomes, driving exceptional incremental sales, and revitalising engagement not only with our ready-to-drink products but also with the entire Jack Daniel’s brand.”

    — Richard Dredge, Senior Brand Manager, Brown-Forman

Discover how retail data-driven omnichannel advertising can help you drive measurable retail sales. Contact us or reach out to your account manager at The Trade Desk today.

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