Brown-Forman set on growing its super premium whiskey portfolio

By Faye Bartle |

David Rodiek, VP, Managing Director Global Travel Retail, Brown-FormanDavid Rodiek, VP, Managing Director Global Travel Retail, Brown-Forman has told TRBusiness how the company is focusing on growing its super premium whiskey portfolio in Asia and beyond. 

In our video interview, produced in partnership with The Buledog Group on location at the TFWA Asia Pacific Exhibition & Conference in Singapore (7-11 May 2023), Rodiek talked us through some of they key brand developments on the radar for the American-owned spirits and wines company.

These include the new ultra-premium Jack Daniel’s American Single Malt, a global travel retail (GTR) exclusive expression that will hit the shelves in H2 2023.

Visitors were also able to catch a first glimpse of the latest GTR exclusive and ‘strongly limited’ Benriach The Forty Octave Cask Matured.

Rodiek, who is also a member of the TFWA management committee (representing wine/spirits/non-alcoholic beverages) and part of the marketing sub-committee, underscored how the company sees a wealth of opportunity in Asia: “We have lots of confidence that global travel retail in this part of the world will be moving on and flourishing in the years to come.”

Hear what he say to say in our video interview below…

The Brown-Forman stand at the Singapore show was built over two storeys and spanned more than 200 square metres.

It presented visitors with a comprehensive showcase of its American whiskeys and Scotch malts.

On top of those products already mentioned, novelties on display included the Sweet & Oaky and Bold & Spicy limited editions in the Jack Daniel’s Tennessee Travelers series, which are only recently available in Asia, as well as the Jack Daniel’s Single Barrel 100 Proof.

A key interactive feature of the stand was a replica Woodford Reserve pop-up Sensory Lounge, bringing to life the same concept deployed at Charles de Gaulle Airport Paris in 2022 and, more recently, at JFK International Airport New York.


The Brown-Forman GTR leadership team at the 2023 TFWA Asia Pacific Exhibition & Conference in Singapore.

At the Sensory Lounge, delegates could enjoy tasting experiences of Woodford Reserve’s portfolio, including high-end limited releases of fine bourbon such as the Master’s Collection.

On the upper floor, delegates could discover a presentation of the Scotch single malts: Benriach, The GlenDronach and Glenglassaugh.

Stars of the show were the recently launched GTR exclusive Benriach range with its speciality Benriach Quarter Cask, Benriach Smoky Quarter Cask, Benriach Triple Distilled Ten YO and Benriach Triple Distilled 22 YO expressions.

READ MORE: Woodford Reserve fast out of the gate at JFK with sensory lounge experience

READ MORE: Personnel changes as Brown-Forman restructures global travel retail division

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