Jack Daniel’s has announced a global roll-out of two unique whiskeys exclusively in Travel Retail, with Heinemann.
While Mr. Jack Daniel was never afforded the opportunity to travel as much as he might have wanted – what, with perfecting the art of making the world’s finest whiskey and running the first registered distillery in the United States – he did envision that one day his whiskey would be served and enjoyed in parts of the world that he had only dreamed about.
In the spirit of that sentiment, Brown-Forman has developed Jack Daniel’s Tennessee Travelers, especially for Global Travel Retail and is launching exclusively with Gebr. Heinemann. This unique series has been created for whiskey drinkers who are searching for adventures in flavour, as well as on their travels. Tennessee Travelers ‘Sweet and Oaky’ showcases the flavours of caramel, vanilla and toasted oak that come from our hand-crafted barrels, whilst Tennessee Travelers ‘Bold and Spicy’ heroes the world of flavour derived from the grains, with notes of caramel, dry baking spices and a peppery finish.
Jack Daniel’s Master Distiller, Chris Fletcher, explained why the Tennessee Travelers series is such a fitting tribute to the Jack Daniel vision, and his desire for spirit lovers around the world to have the chance to enjoy his whiskey.
“The demands of home life and the operations of his distillery never allowed Mr. Jack to venture far from Lynchburg, Tennessee but he did have wide-ranging aspirations for his whiskey and a deep curiosity about other parts of the world. He attempted to satisfy both by visiting the 1904 World’s Fair in St. Louis where he entered his whiskey in its first international competition. He walked away with a Gold Medal and a confirmation that there was a thirst for his whiskey beyond the boundaries of its distribution.”
“We feel that Tennessee Travelers pays homage to Mr. Jack’s insight and his desire for people across the globe to enjoy his whiskey. I am humbled to have played a part in its creation.” Fletcher said.
Aude Bourdier, VP Managing Director for Global Travel Retail at Brown Forman, noted that Tennessee Travelers is a Gebr. Heinemann exclusive and will begin appearing on the shelves of their shops around the world this autumn.
“Our experience shows that innovation from Jack Daniel’s, being such an authentic and successful brand with a loyal following, is always highly anticipated. We feel that Tennessee Travelers, given its true exclusivity, story and authentic craftsmanship, will have a special resonance with the global traveler and will offer spirits consumers around the globe a new flavor journey to discover, as the world starts to open up again.”.
Ruediger Stelkens, Director Purchasing Liquor, Tobacco and Confectionery at Gebr. Heinemann commented “We are pleased to be the first partner to launch Jack Daniel’s Tennessee Travelers in Travel Retail. At Gebr. Heinemann we always strive to offer our customers superior shopping experiences and premium, exclusive products that they can only find in our stores. Tennessee Travelers represents a perfect fit for Travel Retail as it is appealing to whiskey lovers and passionate travellers alike, thus attracting existing spirits fans but also enticing new shoppers to explore the category.”
Jens Peter Peuckert, Director Marketing at Gebr. Heinemann, adds: “At Gebr. Heinemann, we set the bar high when it comes to creating wow effects for our shoppers. We are thus leveraging the exclusive global launch of Tennessee Travelers to generate excitement and extraordinary experiences along the entire consumer journey. This includes engagement across all digital and physical touchpoints, ranging from a broad digital campaign to enticing in-store promotions at flagship airports such as Istanbul, Frankfurt, Amsterdam and Moscow-Sheremetyevo.”
Tennessee Travelers RRP: €29.90 / 50cl
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