Travel Retail Highlights III
Jack Daniel’s aims high with Single Malt launch across global airports
The launch of Jack Daniel’s American Single Malt Whiskey was primed as one of Brown-Forman’s biggest events in travel retail for years – and the roll-out has begun with a suitably high-impact campaign.
To mark the launch, Jack Daniel’s is hosting more than 40 duty free activations at airports worldwide, reaching an estimated 13 million travelling shoppers. Plans are in place to offer 60,000 tastings of the new expression across these activations. It is offered in one-litre bottles at 45%ABV (RRP US$99.99).
The expression breaks new ground for the distiller, with travel retail the launchpad
Jack Daniel’s Master Distiller Chris Fletcher said: “When we began experimenting with a 100% malt grain bill back in 2012, we knew it would be critical to put our own stamp on timeless single malt traditions and craft something that was uniquely Jack Daniel’s.
“There was a lot of excitement surrounding our limited edition American Single Malt Special Release last year, and we are thrilled to now offer Jack Daniel’s American Single Malt to our friends around the world.”
Comment: The importance of this launch for the drinks group shone through at recent events at London Heathrow and Singapore Changi airports. Pop-up units offer tastings, with the animations supported by high-profile digital screen campaigns, which build brand awareness and drive traffic to the brand. The target to offer 60,000 samplings across 40 airport locations underscores the ambition of Brown-Forman Global Travel Retail for this latest addition to the Jack Daniel’s family.
Partner's message
The Moodie Davitt eZine
Issue 327 | 29 September 2023
The Moodie Davitt eZine is published 14 times per year by The Moodie Davitt Report (Moodie International Ltd). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail kristyn@moodiedavittreport.com