Comparison of Wild Turkey, Jim Beam, Jack Daniels, American Honey and Other Top Whiskey Brands in Australia on Facebook

Comparison of
Top Whiskey Brands
in Australia on
Facebook in
Q2-2015
Apr 01, 2015 - Jun 30, 2015

Top Australian Whiskey Brands on Facebook Q2-2015
In this report we looked at the top whiskey
brands in Australia on Facebook.
Read on to find out how their social media
performance stacked up against the
competition.

Key Findings
• Among the 10 whiskey brands, Johnnie Walker (Australia) was
engaging best with their Fans
• With a growth rate of 2.2%, Johnnie Walker (Australia) enjoyed the
highest Fan Growth Rate among the whiskey brands
• 619 new Posts were written across these 10 ‘brand walls’. That’s an
average of 0.7 Posts per day - per wall!
• Jim Bean Australia created the most shareable content
• It takes these whiskey brands several days to reply to fan posts

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Fans
Wild Turkey Australia had the largest fan base of 311,302 while Johnnie Walker Australia(AU)
showed the highest fan growth of 2.25%.
Group 2
-1.50%
-1.00%
-0.50%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
0K 50K 100K 150K 200K 250K 300K 350K
Growth%
Number of Fans
Canadian Club(AU) Wild Turkey Australia ChivasRegalAustralia
Jack Daniel’s Australia American Honey Australia GentlemanJackAustralia
Jameson Irish Whiskey(AU) Johnnie Walker Australia(AU) Jim Beam(AU)

Fans - Geography
Group 2
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
United States Countries < 2% Mexico Brazil Indonesia
Australia Other Countries United Kingdom India United States

Conversations
Johnnie Walker Australia(AU) had the highest PTAT of 4.06% as a percentage of its average number
of Fans during this time period.
Group 2
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
3.5%
4.0%
4.5%
0K 50K 100K 150K 200K 250K 300K 350K
Peopletalkingabout(as%ofFans)
Average Number of Fans
Canadian Club(AU) Wild Turkey Australia ChivasRegalAustralia
Jack Daniel’s Australia American Honey Australia Jameson Irish Whiskey(AU)
GentlemanJackAustralia Johnnie Walker Australia(AU) Jim Beam(AU)

Engagement - Posts
Jameson Irish Whiskey(AU) published the greatest number of posts (47). Johnnie Walker
Australia(AU) had the highest average engagement, with a score of 903.
Group 2
0 5 10 15 20 25 30 35 40 45 50
0 100 200 300 400 500 600 700 800 900 1000
Canadian…
Wild Turkey…
ChivasRegal…
Jack…
American…
GentlemanJ…
Jameson…
Johnnie…
Jim Beam(AU)
Number of Posts
Engagement Score
Engagement Score Number of Posts

Engagement Breakdown
0 5000 10000 15000 20000 25000 30000 35000 40000 45000
Canadian Club(AU)
Wild Turkey Australia
ChivasRegalAustralia
Jack Daniel’s Australia
American Honey Australia
GentlemanJackAustralia
Jameson Irish Whiskey(AU)
Johnnie Walker Australia(AU)
Jim Beam(AU)
Likes Comments Shares
Jameson Irish Whiskey(AU) received the most number of Likes (40,271), Jim Beam(AU) got the
most number of Comments (5,317) and Jim Beam(AU) had the most number of Shares (4,820).
Group 2

Most Engaging Brand Posts
Group 2
Johnnie Walker
Australia(AU)
Thu, Jun 11 at 10:00 PM EDT
In case you haven’t heard, in celebration of the 10th
anniversary since its launch, Johnnie Walker G ..
Engagement
Score
Likes Comments Shares Sentiment
1,000 4,667 1,435 372 Positive
Johnnie Walker
Australia(AU)
Thu, May 21 at 4:30 AM EDT
Blended from casks most finite and irreplaceable, the
John Walker & Sons Private Collection 2015 Edi ..
Johnnie Walker
Australia(AU)
Mon, May 18 at 4:00 AM EDT
An old legend reawakens. Johnnie Walker Green Label
is back to celebrate the ten-year anniversary si ..
Engagement
Score
1,000 4,482 711 296 Positive
Engagement
Score
1,000 5,356 1,756 476 Positive

Group 2
Tue, Jun 2 at 5:00 AM EDT
There’s a Chivas for every member of the family. So
who gets Chivas Extra?
Engagement
Score
998 1,272 116 125 Positive
Johnnie Walker
Australia(AU)
Fri, May 15 at 10:00 PM EDT
Celebrate World Whisky Day with the original Master
of Ceremonies.
Jim Beam(AU)
Tue, May 12 at 3:00 AM EDT
How about a little slice of Beam?
Engagement
Score
996 4,167 148 202 Positive
Engagement
Score
994 2,205 379 689 Positive

Fan Posts
0 20 40 60 80 100 120 140
Canadian Club(AU)
Jim Beam(AU)
Number of Fan Posts
Jim Beam(AU)'s Facebook Page saw the highest number of Fan posts (116).
Group 2

Sentiment Analysis
American Honey Australia received the highest percentage of Positive Sentiment (100.00%).
Group 2
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Jim Beam(AU)
Canadian Club(AU)
Negative Neutral Positive

Brand Responses
GentlemanJackAustralia responded to the highest percentage of Fan posts (100.00%).
Group 2
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
120.0%
0 500 1000 1500 2000 2500 3000 3500 4000 4500
%ofFanPostsBrandRespondedto
Average Response Time (mins)
Johnnie Walker Australia(AU) Jim Beam(AU) Jack Daniel’s Australia
ChivasRegalAustralia Jameson Irish Whiskey(AU) GentlemanJackAustralia
Canadian Club(AU) Wild Turkey Australia American Honey Australia

Share Of Voice – Volume of Posts
Jameson Irish Whiskey(AU) published the most with 47 posts, among the brands in "Group 2"
Group.
Group 2
14%
13%
8%
7%
12%
15%
15%
16%
0%
Jim Beam(AU) GentlemanJackAustralia Johnnie Walker Australia(AU)
American Honey Australia Wild Turkey Australia ChivasRegalAustralia
Jack Daniel’s Australia Jameson Irish Whiskey(AU) Canadian Club(AU)

Share Of Voice – Likes
Jameson Irish Whiskey(AU) received the largest volume of Likes (40,271), among the brands in
"Group 2" Group.
Group 2
16%
4%
16%
1%
15%
13%
12%
23%
0%

Share Of Voice – Comments
Jim Beam(AU) received the largest volume of Comments (5,317), among the brands in "Group 2"
Group.
Group 2
30%
3%
26%
2%
17%
5%
6%
11%
0%

Share Of Voice – Shares
Jim Beam(AU) received the largest volume of Shares (4,820), among the brands in "Group 2"
Group.
Group 2
33%
4%
14%7%
13%
7%
12%
10%
0%

Analysis of Jack Daniel’s
Australia Facebook Page
Apr 01, 2015 - Jun 30, 2015

Brand Overview
Fans 217,921
New Fans 1,265
Fan Growth .58%
Country Australia
Demographics Not Available
Jack Daniel’s Australia has 1,265 new Likes and an audience base of 217,921 fans.

Brand Overview
Posts
Brand User
Engagement Score 413 Total Fan Posts 72
Total Posts 45 Brand Response Rate 36.11%
Total Likes 20,965 Average Reply Time 1 day, 3 hrs, 57 mins
Total Comments 1,146 General Sentiment Neutral
Total Shares 1,790
Jack Daniel’s Australia had 45 new Posts.
Content & Campaigns
Most Engaging Content Type NO DATA Most Engaging Campaign NO DATA
Least Engaging Content Type NO DATA Most Recent Campaign NO DATA
Most Prolific Content Type NO DATA

Fan Growth
215,500
216,000
216,500
217,000
217,500
218,000
218,500
Jack Daniel’s Australia had a growth rate of 0.58% between Mar 31, 2015 and Jun 30, 2015.
Total Fans 217,921
New Fans 1,265

Engagement
0
100
200
300
400
500
600
700
800
900
1,000
1-Apr 8-Apr 15-Apr 22-Apr 29-Apr 6-May 13-May 20-May 27-May 3-Jun 10-Jun 17-Jun 24-Jun
Jack Daniel’s Australia had an average engagement score of 413 and its highest was 914.

Community Analysis
Unmetric could not retrieve Demographic Profile Data
for this brand.
Jack Daniel’s Australia fans are largely from Australia
followed by United States.
Fan Demographics Distribution of Fans
0%
Unknown
0% 50% 100%
Unknown
0% 20% 40% 60% 80% 100%
Unknown
0K 50K 100K 150K 200K
Australia
United States
Mexico
Indonesia
Brazil
United Kingdom
India
New Zealand
France

0
1
2
3
4 Jack Daniel’s Australia posted a total of 45
Posts between Apr 01, 2015 and Jun 30,
2015.
Brand Posts
Top keywords
used in the Posts
Frequency
Jack 8
chance 5
Jack Daniel’s 4
centre 4
midday AEST
Wednesday
4

27%
73%
Brand Participation Brand Non Participation
90%
3%
7%
Posititve Negative Neutral
Brand Posts - Engagement
Jack Daniel’s Australia responded to 12 conversations
generated by the 45 Posts they published.
Jack Daniel’s Australia receives more positive than
negative vibes from comments on their Posts.
Brand Responses Sentiment on Brand Posts

Fri, May 29 at 4:30 AM EDT
Our family portrait.
Engagement
Score
914 1,744 102 232 Positive
Thu, Apr 23 at 4:00 AM EDT
Thursday night shopping. Check.
Work hard. Think differently.
Engagement
Score
860 1,991 85 124 Positive
Engagement
Score
822 1,408 74 144 Positive

0 10 20 30 40 50
0 100 200 300 400 500
Photos
Plain Text
Links
Videos
Polls
Number of Posts
Engagement Score
0 5 10 15
0 100 200 300 400 500 600
Monday
Tuesday
Wednesd…
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Brand Posts - Analysis
Most of Jack Daniel’s Australia posts were Photos, and
posts with Photos received the highest engagement.
Most of Jack Daniel’s Australia posts were published on
Friday and posts on Thursday received the highest
engagement.
Brand Post Types Days of the Week

0
1
2
3
4
5
6
7
8
9
10
Positive Neutral Negative Users posted a total of 72 Posts between
Apr 01, 2015 and Jun 30, 2015 on Jack
Daniel’s Australia's wall.
User Posts
Top keywords used in
the Posts
Frequency
thanks 13
Jack Daniel’s Australia 12
Jack 10
Tay Kaka 9
jack daniels drinks 9

36%
64%
31%
8%
61%
User Posts - Engagement
Jack Daniel’s Australia responded to 26 conversations
generated by the 73 Posts fans published.
Jack Daniel’s Australia appears to participate more
when Fan conversations have greater positive vibes
than negative.
Brand Responses Sentiment of User Posts

Analysis of Johnnie Walker
Apr 01, 2015 - Jun 30, 2015

Brand Overview
Johnnie Walker Australia
Fans 135,119
New Fans 2,969
Fan Growth 2.25%
Country Australia
Demographics Mostly Young, Male and Attached.
Johnnie Walker Australia has 2,969 new Likes and an audience base of 135,119 fans who are
mostly Young, Male and Attached.

Brand Overview
Posts
Brand User
Total Likes 27,916 Average Reply Time 2 days, 7 hrs
Total Shares 1,967
Johnnie Walker Australia had 24 new Posts.
Content & Campaigns

Fan Growth
105,000
110,000
115,000
120,000
125,000
130,000
135,000
140,000
Johnnie Walker Australia had a growth rate of 2.25% between Mar 31, 2015 and Jun 30, 2015.
Total Fans 135,119
New Fans 2,969

Engagement
0
200
400
600
800
1,000
1,200
Johnnie Walker Australia had an average engagement score of 903 and its highest was 1000.

Community Analysis
Johnnie Walker Australia fans are mostly Young, Male
and Attached.
Johnnie Walker Australia fans are largely from Australia
83%
17%
male female
0% 20% 40% 60%
Below 21
21-30
31-40
41-50
51-60
Over 60
0% 10% 20% 30% 40%
Single
In a Relationship
Engaged
Married
UnKnown
0K 50K 100K 150K
Australia
United States
Philippines
India
Taiwan
Thailand
Vietnam
Malaysia
Brazil

0
1
2
3 Johnnie Walker Australia posted a total of
24 Posts between Apr 01, 2015 and Jun 30,
2015.
Brand Posts
Top keywords
used in the Posts
Frequency
Johnnie Walker
Perfect Serve
7
Walking 3
journey 3
celebration 3
limited time 2

17%
83%
95%
0%
5%
Johnnie Walker Australia responded to 4 conversations
Johnnie Walker Australia receives more positive than

Thu, Jun 11 at 10:00 PM EDT
In case you haven’t heard, in celebration of the 10th
anniversary since its launch, Johnnie Walker G ..
Engagement
Score
1,000 4,667 1,435 372 Positive
Blended from casks most finite and irreplaceable, the
John Walker & Sons Private Collection 2015 Edi ..
An old legend reawakens. Johnnie Walker Green Label
is back to celebrate the ten-year anniversary si ..
Engagement
Score
1,000 4,482 711 296 Positive
Engagement
Score
1,000 5,356 1,756 476 Positive

0 5 10 15 20 25
0 200 400 600 800 1,000
Photos
Videos
Plain Text
Links
Polls
Number of Posts
Engagement Score
0 2 4 6 8 10
0 200 400 600 800 1,000 1,200
Monday
Tuesday
Wednesd…
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Most of Johnnie Walker Australia posts were Photos,
and posts with Photos received the highest
engagement.
Most of Johnnie Walker Australia posts were published
on Sunday and posts on Monday received the highest
engagement.

0
2
4
6
8
10
12
14
Apr 01, 2015 and Jun 30, 2015 on Johnnie
Walker Australia's wall.
User Posts
the Posts
Frequency
Johnnie Walker bottles 23
Limited Edition Green
Label
16
Limited Edition 13
mid-June 12
good times 12

40%
60%
41%
2%
57%
Johnnie Walker Australia responded to 18
conversations generated by the 45 Posts fans
published.
Johnnie Walker Australia appears to participate more
than negative.

Analysis of Jim Beam
Facebook Page
Apr 01, 2015 - Jun 30, 2015

Brand Overview
Jim Beam
Fans 258,945
New Fans 2,858
Fan Growth 1.12%
Country Australia
Demographics Not Available
Jim Beam has 2,858 new Likes and an audience base of 258,945 fans.
Jim Beam

Brand Overview
Posts
Brand User
Total Likes 27,402 Average Reply Time 1 day, 2 hrs, 32 mins
Total Shares 4,820
Jim Beam had 41 new Posts.
Content & Campaigns
Jim Beam

Fan Growth
200,000
210,000
220,000
230,000
240,000
250,000
260,000
270,000
Jim Beam had a growth rate of 1.12% between Mar 31, 2015 and Jun 30, 2015.
Total Fans 258,945
New Fans 2,858
Jim Beam

Engagement
0
200
400
600
800
1,000
1,200
Jim Beam had an average engagement score of 690 and its highest was 994.
Jim Beam

Community Analysis
Unmetric could not retrieve Demographic Profile Data
for this brand.
Jim Beam fans are largely from Australia followed by
United States.
Jim Beam
0%
Unknown
0% 50% 100%
Unknown
0% 20% 40% 60% 80% 100%
Unknown
0K 50K 100K 150K 200K 250K 300K
Australia
United States
New Zealand
United Kingdom
Indonesia
Philippines
India
Canada
Vietnam
Austria

0
1
2
3 Jim Beam posted a total of 41 Posts
between Apr 01, 2015 and Jun 30, 2015.
Brand Posts
Top keywords
used in the Posts
Frequency
Jim Beam bottle 24
MakeHistory 15
family 10
good bottle shops 9
Head 5
Jim Beam

54%
46%
92%
5%
3%
Jim Beam responded to 22 conversations generated by
the 41 Posts they published.
Jim Beam receives more positive than negative vibes
from comments on their Posts.
Jim Beam

Jim Beam
Tue, May 12 at 3:00 AM EDT
How about a little slice of Beam?
Engagement
Score
994 2,205 379 689 Positive
Thu, May 7 at 10:00 PM EDT
Want to join the family? Make it official by getting
your name on a Jim Beam bottle at participating ..
Fri, Jun 19 at 2:00 AM EDT
Always a hit, never a miss.
Engagement
Score
994 1,421 974 444 Positive
Engagement
Score
993 1,324 474 678 Positive

0 10 20 30 40 50
0 200 400 600 800 1,000 1,200
Photos
Videos
Plain Text
Links
Polls
Number of Posts
Engagement Score
0 5 10 15 20
0 200 400 600 800 1,000
Monday
Tuesday
Wednesd…
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Most of Jim Beam posts were Photos, and posts with
Videos received the highest engagement.
Most of Jim Beam posts were published on Friday and
posts on Friday received the highest engagement.
Jim Beam

0
1
2
3
4
5
6
7
Apr 01, 2015 and Jun 30, 2015 on Jim
Beam's wall.
User Posts
the Posts
Frequency
Jim Beam 34
bottle 24
name 14
label 5
bourbon 4
Jim Beam

45%
55%
30%
6%
64%
Jim Beam responded to 52 conversations generated by
the 116 Posts fans published.
Jim Beam appears to participate more when Fan
conversations have greater positive vibes than
negative.
Jim Beam

Analysis of Wild Turkey
Apr 01, 2015 - Jun 30, 2015

Brand Overview
Fans 311,302
New Fans 1,247
Fan Growth .40%
Country Australia
Demographics Mostly Older, Male and Attached.
Wild Turkey Australia has 1,247 new Likes and an audience base of 311,302 fans who are mostly
Older, Male and Attached.

Brand Overview
Posts
Brand User
Total Likes 25,978 Average Reply Time 1 day, 43 mins
Total Shares 1,890
Wild Turkey Australia had 34 new Posts.
Content & Campaigns

Fan Growth
309,000
309,500
310,000
310,500
311,000
311,500
Wild Turkey Australia had a growth rate of 0.40% between Mar 31, 2015 and Jun 30, 2015.
Total Fans 311,302
New Fans 1,247

Engagement
0
100
200
300
400
500
600
700
800
900
1,000
Wild Turkey Australia had an average engagement score of 511 and its highest was 929.

Community Analysis
Wild Turkey Australia fans are mostly Older, Male and
Attached.
Wild Turkey Australia fans are largely from Australia
65%
35%
male female
0% 20% 40% 60%
Below 21
21-30
31-40
41-50
51-60
Over 60
0% 10% 20% 30% 40%
Single
In a Relationship
Engaged
Married
UnKnown
0K 100K 200K 300K
Australia
United States
New Zealand
United Kingdom
Ireland
Pakistan
India
Canada
Philippines
Congo

0
1
2
3 Wild Turkey Australia posted a total of 34
Posts between Apr 01, 2015 and Jun 30,
2015.
Brand Posts
Top keywords
used in the Posts
Frequency
Wild Turkey 12
table 8
exclusive Russell’s
Reserve Single
7
Single Barrel 6
unique Bourbon 6

35%
65%
85%
6%
9%
Wild Turkey Australia responded to 12 conversations
Wild Turkey Australia receives more positive than

Tue, Jun 30 at 2:00 AM EDT
Turkey Fans, something big is coming to Australia,
keep your eye on the page next month to hear news
..
Engagement
Score
929 2,184 384 246 Positive
There are still a few bottles of Wild Turkey Diamond
left. Get in quick - they won't last. Find a bo ..
Fri, Jun 5 at 10:19 PM EDT
In case you missed the news... Jimmy and Eddie
Russell will be in Australia next month for two speci ..
Engagement
Score
906 2,186 353 189 Positive
Engagement
Score
854 2,696 147 134 Positive

0 5 10 15 20 25 30 35
0 100 200 300 400 500 600
Photos
Videos
Plain Text
Links
Polls
Number of Posts
Engagement Score
0 2 4 6 8 10
0 200 400 600 800
Monday
Tuesday
Wednesd…
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Most of Wild Turkey Australia posts were Photos, and
posts with Photos received the highest engagement.
Most of Wild Turkey Australia posts were published on
Wednesday and posts on Monday received the highest
engagement.

0
1
2
3
Apr 01, 2015 and Jun 30, 2015 on Wild
Turkey Australia's wall.
User Posts
the Posts
Frequency
Bird 4
Turkey 4
diamond 3
bottle 3
hand 2

58%
42%
32%
16%
52%
Wild Turkey Australia responded to 18 conversations
generated by the 31 Posts fans published.
Wild Turkey Australia appears to participate more when
Fan conversations have greater positive vibes than
negative.

Analysis of American Honey
Apr 01, 2015 - Jun 30, 2015

Brand Overview
Fans 146,007
New Fans -1,311
Fan Growth -.89%
Country Australia
Demographics Mostly Older, Male and Attached.
American Honey Australia has -1,311 new Likes and an audience base of 146,007 fans who are
mostly Older, Male and Attached.

Brand Overview
Posts
Brand User
Total Likes 2,366 Average Reply Time 2 days, 17 hrs, 54 mins
Total Comments 382 General Sentiment Positive
Total Shares 940
American Honey Australia had 21 new Posts.
• American Honey Australia
Content & Campaigns

Fan Growth
145,000
145,500
146,000
146,500
147,000
147,500
American Honey Australia had a growth rate of -0.89% between Mar 31, 2015 and Jun 30, 2015.
• American Honey Australia
Total Fans 146,007
New Fans -1,311

Engagement
0
100
200
300
400
500
600
700
800
900
1,000
American Honey Australia had an average engagement score of 381 and its highest was 923.

Community Analysis
American Honey Australia fans are mostly Older, Male
and Attached.
American Honey Australia fans are largely from
Australia followed by United States.
0% 10% 20% 30% 40%
Below 21
21-30
31-40
41-50
51-60
Over 60
0% 10% 20% 30%
Single
In a Relationship
Engaged
Married
0K 50K 100K 150K
Australia
United States
New Zealand
United Kingdom
Indonesia
India
Canada
Ireland
Philippines
Jamaica

0
1
2 American Honey Australia posted a total of
21 Posts between Apr 01, 2015 and Jun 30,
2015.
Brand Posts
Top keywords
used in the Posts
Frequency
American Honey 9
Honey 4
glass 4
colder 3
place 2

19%
81%
88%
12%
0%
American Honey Australia responded to 4
conversations generated by the 21 Posts they
published.
American Honey Australia receives more positive than

Wed, Apr 8 at 4:00 AM EDT
Big thanks to Peter Swallow for this recipe!
Instructions: Mix up the marinade and put the chicken
..
Engagement
Score
923 221 67 294 Positive
Wed, May 20 at 4:30 AM EDT
1. Put chicken breasts, skin side up in a small baking
dish and season with salt and pepper.
2. Sque ..
Tue, Apr 21 at 4:00 AM EDT
Wondering how to stay warm as it gets colder? We
recommend an American Honey Hot Toddy!
Engagement
Score
897 233 60 255 Positive
Engagement
Score
647 202 65 89 Positive

0 5 10 15 20 25
0 100 200 300 400 500
Photos
Plain Text
Links
Videos
Polls
Number of Posts
Engagement Score
0 1 2 3 4 5 6
0 200 400 600 800
Monday
Tuesday
Wednesd…
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Most of American Honey Australia posts were Photos,
and posts with Photos received the highest
engagement.
Most of American Honey Australia posts were
published on Wednesday and posts on Wednesday
received the highest engagement.

0
1
2
Apr 01, 2015 and Jun 30, 2015 on American
Honey Australia's wall.
User Posts
the Posts
Frequency
American honey 2
good 1
few others 1
honest 1
same 1

100%
0%
100%
0%0%
American Honey Australia responded to 2
conversations generated by the 2 Posts fans published.
American Honey Australia appears to participate more
than negative.

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Comparison of Wild Turkey, Jim Beam, Jack Daniels, American Honey and Other Top Whiskey Brands in Australia on Facebook

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Comparison of Wild Turkey, Jim Beam, Jack Daniels, American Honey and Other Top Whiskey Brands in Australia on Facebook