Whiskey: marketplace icon. Issue 1 (2nd January 2018)

• Record Type: Journal Article
• Authors: Holt, Douglas B.
• Is Part Of: Consumption, markets & culture. Volume 21:Issue 1(2018)
• Page Start: 76
• Page End: 81
• Publication Date: 2018-01-02
• Subjects: Branding -- cultural analysis -- cultural icon -- iconic brands -- ideology -- Jack Daniel's -- marketplace icon -- whiskey; Consumption (Economics) -- Social aspects -- Periodicals; Consumers -- Attitudes -- Periodicals; Marketing -- Social aspects -- Periodicals; 306.305
• DOI: 10.1080/10253866.2016.1199360
• Languages: English
• ISSNs: 1025-3866

Abstract

ABSTRACT: Brands are potent and efficient vehicles to diffuse and reproduce ideologies. This article revisits over a decade of research on Jack Daniel's as an iconic brand, and provides a behind the scenes look at the process of researching cultural brands. It describes whiskey as a marketplace icon that reflects particular cultural ideologies, and updates the Jack Daniel's story in the context of the craft liquor movement. Iconic brands, cultural icons, and marketplace icons are discussed. Further distinctions between iconicity at the category, segment and brand level are made. The article is transcribed and edited from an interview with Consumption Markets & Culture editor Jonathan Schroeder in June 2015.