Jack Daniel’s is hosting a pop-up at Heathrow Airport’s Terminal 5 to highlight its American single malt whiskey.
The space will feature an exterior digital display leading to an interior hall of mirrors intended to provide an ‘immersive’, multi-sensory experience.
The 45% ABV whiskey debuted in June this year and is a global travel retail exclusive. It has a flavour profile characterised by dark-chocolate-covered nuts and berries, accented by a subtle sweet oloroso Sherry finish.
David Rodiek, vice-president and managing director of global travel retail at Brown-Forman, said: “We are thrilled to showcase our new take on timeless single malt traditions through this premium immersive pop-up.
“We are creating a memorable experience that will resonate with our audience and leave them with a lasting impression.”
The Heathrow Airport pop-up is open until 22 October, with the brand anticipating 1.5 million visitors.
The event will be supported by an out-of-home media campaign across the airport’s screens.
Natalie Roberts, media account coordinator at London Heathrow Airport, added: “We’re delighted to be hosting this immersive pop-up to celebrate the launch of the new Jack Daniel’s American Single Malt.
“This travel retail-exclusive pop-up gives our passengers the chance to experience the innovative single malt in a truly immersive setting.”