Heinemann Duty Free have proven they have the golden touch in securing a European exclusive with Jack Daniel’s No. 27 Gold Tennessee Whiskey, now available to travellers at six locations within Frankfurt Airport through September.

 

The latest premium addition to the Brown-Forman Travel Retail portfolio and the first permanent line extension to the brand in 16 years, Jack Daniel’s No. 27 Gold is described by Master Distiller, Jeff Arnett, as being, “a rich and exquisitely refined expression of the original Old No. 7 Tennessee Whiskey.”

 

Presented in an elegant golden gift carton, the liquid gets its name through a double maturation process, first in a new, white oak barrel and then again in a maple barrel which gives the finished whiskey a warm and luxurious finish.

 

Partnering with Heinemann, Brown-Forman have developed some fun activities to engage key international travellers at Frankfurt over and above widespread tasting opportunities, including a ‘snatch and grab’ game involving a wind machine and a limited number of gold tickets.

 

“Shoppers spending 30 Euros or more on Jack Daniel’s whiskeys with Heinemann can try their luck at grabbing one of the golden gift tickets, which can be redeemed for great prizes as well as a chance to win four ounces of gold,” explains Toma Sedziute, Brown-Forman’s Global Travel Retail Trade Marketing Manager.

 

A comprehensive digital campaign supports the promotion in the form of Facebook posts on both the Jack Daniel’s and Heinemann pages, digital banners on the Heinemann Webshop and a video spot running via a large digital screen in Terminal 2. ‘The Heinemann Stage’ – a special promotional area – is located in Terminal I B-East Non-Schengen of Frankfurt Airport and is where the golden gift ticket game will be hosted.

 

Rüdiger Stelkens, Director Purchase Liquor, Tobacco & Confectionery of Gebr. Heinemann, says, “Partnering with Jack Daniel’s is always a fantastic opportunity which drives footfall to our stores and we are delighted to be the first retailer to unveil the No. 27 Gold Tennessee Whiskey. I am convinced it will be a great success.

 

“We are keen to support brands whose innovative products add a new dimension to their lines and bring excitement to the travel retail environment in general. And of course we are looking forward to future opportunities to work with Jack Daniel’s.”