São Paulo – Jack Daniel’s, one of the world’s most iconic and recognizable brands, is taking another step in its strategy to deepen cultural engagement with Brazilian consumers by appointing Redibra as its official licensing agency in Brazil.

Far beyond its renowned Tennessee whiskey produced in Lynchburg, Jack Daniel’s has built a unique position within contemporary culture over more than 160 years. Its unmistakable visual identity, independent spirit, and strong association with territories such as music, food culture, barbecue, and lifestyle have transformed the brand into a global symbol of authenticity and attitude.

Recognized for its ability to connect with multiple generations of consumers, the brand views licensing as a natural extension of its brand platform, creating new ways for fans to engage with a universe that reaches well beyond the beverage category.

The initiative aims to develop products and experiences that translate the brand’s values into consumers’ everyday lives, expanding touchpoints and strengthening its cultural relevance. The licensing program in Brazil will focus on categories aligned with the Jack Daniel’s lifestyle universe, exploring opportunities that reflect the brand’s genuine connection to celebration, music, food culture, barbecue, design, and authenticity.

More than a commercial strategy, licensing represents a new channel for engaging with the brand’s community of enthusiasts, allowing consumers to express their affinity with the Jack Daniel’s lifestyle through products that embody its identity, attitude, and spirit.

For Redibra, the arrival of Jack Daniel’s reinforces the growing role of licensing as a strategic brand-building and consumer engagement tool for global brands.

“Jack Daniel’s is one of those rare brands that transcends its original category to become a true cultural icon We are excited to develop a licensing strategy that honors this legacy while expanding the brand’s presence in the daily lives of Brazilian consumers,” says David Diesendruck, CEO of Redibra.

The addition of Jack Daniel’s further strengthens Redibra’s portfolio of globally recognized brands with strong lifestyle, experiential, and consumer products potential, reflecting a broader international trend: the evolution of iconic brands into cultural platforms that create meaningful connections far beyond their core products.

About Redibra:
A pioneering licensing and brand extension agency in Brazil, Redibra manages a select portfolio of brands including: Netflix, Nintendo, Chevrolet, Paul Frank, Care Bears, Bravado, Kings League, Spin Master, Spiralcute, Lottie Dottie Chicken and Jack Daniel’s. Winner of numerous national and international awards, the agency is recognized for its strategic planning, innovation, and commitment to its commercial partners in brand management.

Redibra Social Media:
Website: www.redibra.com.br

Linkedin: www.linkedin.com/company/redibra-licensing

Instagram: www.instagram.com/redibra

About Jack Daniel’s
Officially registered by the U.S. government in 1866 and headquartered in Lynchburg, Tennessee, the Jack Daniel Distillery, Lem Motlow, is the first registered distillery in the United States and is listed on the country’s National Register of Historic Places. Jack Daniel’s is the maker of the world-famous Jack Daniel’s Old No. 7, Gentleman Jack, Jack Daniel’s Single Barrel Select, Jack Daniel’s Tennessee Honey, Jack Daniel’s Tennessee Fire, Jack Daniel’s Tennessee Apple, Jack Daniel’s Sinatra Select, and Jack Daniel’s Bonded, Bonded Rye, and Triple Mash. Today, Jack Daniel’s is a true global icon and can be found in more than 170 countries around the world.

@jackdanielsbrasil

About Brown-Forman
Operating in Brazil since August 2010, Brown-Forman owns brands such as Jack Daniel’s – including the traditional Old No. 7, the flavored expressions Honey, Fire, and Apple, as well as the super-premium Gentleman Jack and Single Barrel – Woodford Reserve, Fords Gin, Gin Mare, and the tequilas el Jimador and Herradura. The multinational company is among the five largest spirits companies in the world, and its portfolio is sold in more than 170 countries. Founded in 1870 by George Garvin Brown in Louisville, Kentucky, where it maintains its headquarters, the company employs more than 5.400 people worldwide.