June 14, 2016 | 8:30 am to 2:30 pm
3 West Club - New York, NY

Casey Nelson

Brand Director
Jack Daniel's Flavors, North America

Casey Nelson is the Brand Director of Jack Daniel’s Flavors, North America. In this role Casey leads the strategic sales and marketing direction for four brands: Jack Daniel’s Tennessee Honey, Jack Daniel’s Tennessee Fire, Jack Daniel’s Winter Jack and Jack Daniel’s Country Cocktails as well as future flavor innovation. He has over a decade of marketing experience and has held various positions across Brown-Forman’s portfolio of wine and spirits brands.

Casey was hired as Brown-Forman Wines New Products Specialist in 2005. During this role, he worked with Sir Richard Branson and Virgin to launch the Virgin Vines wine brand. Soon thereafter, Casey worked as Associate Brand Manager of the Brown-Forman import wine portfolio including Bolla Wines of Italy, Durbanvill Hills from South Africa and Michel Picard French Wines, amongst others. Casey then moved over to the larger US wine portfolio of Fetzer, Bonterra, Five Rivers and Jekel. During this time, Casey assisted in launching multiple new innovations, line extensions and packaging evolutions.

In 2008, Casey was named Brand Business Manager for Brown-Forman’s East Division, based in Baltimore, MD. In this role he led the super premium portfolio of Woodford Reserve, Sonoma-Cutrer, Chambord, Finlandia Vodka and Tuaca across key east coast markets stretching from New York to Florida.

In 2011, Casey was tabbed with a new challenge – launching the first new Jack Daniel’s line extension in more than a decade – Jack Daniel’s Tennessee Honey. As Brand Manager, Casey led the most successful launch in company history as Jack Honey was the #1 “new product” innovation in the spirits industry during 2011. Casey was later promoted to Senior Brand Manager and his responsibilities expanded to lead the Jack Daniel’s Country Cocktails line of RTDs, Jack Daniel’s Winter Jack as well as the launch of Jack Daniel’s Tennessee Fire.

Casey is a graduate of Miami University (OH) with a BS in Finance and Economics. He interned at Brown-Forman in 2003 before joining the company full-time in 2005. Casey is currently based at Brown-Forman global headquarters in Louisville, KY. He and his wife Alana just welcomed their first child, Dane, this past November.


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