Supermarket Perimeter - May 2020 - 54

Vernon, Calif.-based Golden West Food Group, a manufacturing
company that does meat processing and distribution of beef, chicken,
pork and other proteins, has been partnering with Jack Daniels for its
licensed barbecue meats products for approximately 15 years.
"They are made with Jack Daniels Tennessee whisky and the
products have a very high ranking in Nielsen and IRI data and are No.
1 in their category of fully-cooked, packaged barbeque," said Tony
Cimolino, chief marketing officer for the company. "We are a premium
brand in that category and helped to redefine it as we entered into the
marketplace in 2007."
Presently, Jack Daniels barbecue meats represents nearly 40% of the
entire category, with offerings that include Pulled Beef, Pulled Pork, Beef
Sirloin, St. Louis Ribs and many more.
"It's a great partnership and we are very proud of our product line,"
Cimolino said. "We are one of the largest industrial users of Jack Daniels
in the world in terms of volume and it's about a $175 million business."
In 2020, the company will be rolling out its second license with Jack
Daniels-bottled barbeque sauces. Previously, Kraft-Heinz held the
license for this for 15 years, and Golden West Food Group was able to
acquire it and has reformulated the product with its first placement in
the stores expected this summer.

"Not only are we offering fun, new products for current Niman Ranch
fans, but we are also able to reach a whole new audience of eaters,"
Calvert said. "New Belgium Brewing has a passionate following that is
excited to trying new brands and products that align with their values
of sustainability, making a positive impact and, of course, delicious food
and drink."
Cimolino noted the chief benefit of the partnership with Jack Daniels
is the connection with the consumer as the authenticity of an iconic
brand with that much legacy makes customers want to try the product.
"The demographics for Jack Daniels is bikers to bankers, from legal
drinking age to damn near dead-it's certainly wide," Cimolino said.
"When you use that product as a key flavor-driver and element in your
food product, and you maintain the highest premium standards, you
have something that brings people in, and the quality keeps them
coming back."
As both partners prosper, it also leads to new flavors. For example,
after seeing sales increase monthly, Coleman Natural Foods is
introducing two new flavors to the Budweiser BBQ Collection in
2020-a beer & cheese bratwurst and a spicy pulled pork will be added
to the heat and eat line.

Secret to success
Pros of partnership
In a short period of time, Niman Ranch has seen numerous benefits
from partnering with an alcohol brand.
54 - MAY 2020

SP_May20.indb 54

As with any partnership, communication is a key component of
ensuring that both parties are getting the most out of the pairing.
Calvert noted that the company's shared values with New Belgium

JACK DANIEL'S, NIMAN RANCH

Meat & Poultry: Brand partnerships

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5/5/2020 4:10:59 PM


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