Brown-Forman GTR opens Jack Daniel’s and McLaren F1 pop-up at Schiphol

By Simon Warburton |

McLaren F1 show car at Schiphol 1

McLaren F1 show car at Schiphol Airport.

Brown-Forman Global Travel Retail has launched a Jack Daniel’s and McLaren F1 Team pop-up at Lounge 2 in Amsterdam Schiphol Airport.

The partnership features a show car and limited time offer (LTO) bottle.

The Jack Daniel’s and McLaren pop-up show car, along with the supporting out-of-home media, will be live for a month and started from 1 August.

The special product promotion activation and tasting space, featuring the LTO bottle, will be available for two months, also starting 1 August.

The centrepiece of the Jack Daniel’s and McLaren activation is the replica show car, which will be displayed at the Lounge 2 central promo point.

Brown-Forman Global Travel Retail Marketing Director Stéphane Morizet said: “Our mission is to elevate the brand and shopping experience, which leads us to orchestrate such exclusive initiatives.

“It is a rare opportunity for travellers to get up close and personal with a McLaren show car. To support social media engagement, visitors are encouraged to share their experience using the hashtag #McLxJD2023. Additionally, video screens will further enhance the immersive atmosphere, providing an unforgettable visual spectacle.”

The pop-up lounge experience will feature extensive product activations and tastings in partnership with Gebr Heinemann.

Within the Lounge 2 retail space, a special product activation and tasting table will be set up, allowing whiskey enthusiasts to explore the LTO bottle.

Out-of-home campaign with Schiphol Media

For those looking to take home a piece of the collaboration, purchasing two bottles will also entitle them to a complimentary gift.

To drive foot traffic to the Jack Daniel’s and McLaren activation, an extensive out-of-home media campaign in cooperation with Schiphol Media will be running across the airport’s digital screen network and lightboxes.

Brown-Forman GTR Schiphol pop-up

The pop-up lounge experience will feature extensive product activations and tastings.

Gebr Heinemann Director Marketing Jens Peter Peuckert said: “This visually stunning display will without doubt attract passengers. It allows us to target seasoned whiskey enthusiasts while at the same time introducing the brand to newcomers.

“At Gebr Heinemann, we always strive to offer travellers an unforgettable experience – and this certainly counts for one.”

Schiphol Airport Retail Managing Director Simon Asmus added: “Being able to curate the two iconic brands, McLaren and Jack Daniels together in our shop is a great example of what we want to offer our customers and all travellers. This promotion is a real eye-catcher for everybody.”

Brown-Forman’s brands are supported by around 5,600 employees globally and sold in more than 170 countries worldwide.

McLaren Racing was founded by racing driver Bruce McLaren 60 years ago in 1963 and the team has won 20 Formula 1 World Championships.


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