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Sales volume of Jack Daniel's whiskey worldwide from 2012 to 2024 (in million 9 liter cases)

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Sources

Release date

July 2025

Region

Worldwide

Survey time period

2012 to 2024

Supplementary notes

Data prior to 2020 come from previous releases.

Citation formats

Jack Daniel's global sales volume 2012-2024

Published by ÌÇÐÄÆƽâ°æ Research Department, Dec 12, 2025

In 2024, over ** million 9 liter cases of Jack Daniel’s whiskey were sold across the globe. Sales increased each year incrementally until 2020 and the COVID-19 pandemic. 2021 and 2022 represented new highs before declining again in 2023.

Jack Daniel’s whiskey varieties

Jack Daniel’s is a brand of Tennessee whiskey produced in the United States and owned by the Brown-Forman Corporation. In additional to the company’s regular whiskey, there are many other Jack Daniel’s products in existence, such as Gentleman Jack, Jack Daniel’s Tennessee Honey, as well as various flavored premixed long drinks. Jack Daniel’s Tennessee Honey liqueur has grown in global popularity in recent years, selling *** million 9 liter cases in 2024. 

Brown-Forman's ad expenses

In the fiscal year of 2024, the Brown-Forman Corporation spent an estimated *** million U.S. dollars on global advertising activities, a decrease compared to the previous year.

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Whiskey market worldwideSpirits industry in the U.S.Whiskey industry in the U.S.Whiskey industry in the United KingdomSpirits market in Canada
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