The new Istanbul Airport (IST) is to unveil Jack Daniel’s displays and wall-bays this autumn on a scale exceeding any other airport worldwide, according to Brown-Forman Global Travel Retail.
Brown-Forman, which recently revealed plans to launch the ‘We are Jack’ campaign in over 50 airports worldwide, says the Jack Daniel’s wall-bays are specifically designed for IST. The wall-bays are understood to contain production information, bottle glorifiers and fold-out tasting tables for passenger sampling opportunities.
The two departure wall-bays also feature videos of Jack Daniel’s being produced at the distillery in Lynchburg, Tennessee. In addition, Jack Daniel’s will have a major presence in four of Heinemann’s airport stores and an experiential space.
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Aude Bourdier, Vice President and Marketing Director for Global Travel Retail, Brown-Forman describes the Tennessee Whiskey’s presence at the airport as being the biggest collection of permanent Jack Daniel’s displays and wall-bays under one roof ever assembled.
“The new Istanbul Airport is a marvel to behold and will set the standard for future international airport development just as Jack Daniel’s has set the standard for whiskies around the world. From the outset, the Brown-Forman travel retail team and our long-time partners at Heinemann worked to put together a series of Jack Daniel’s displays and wall-bays that was equal to the anticipated stature of the Istanbul Airport.
“We think passengers — and particularly Jack Daniel’s fans — traveling through the airport will agree that we not only reached the standards we were seeking but actually surpassed them.”
The Brown-Forman team are particularly excited by the Jack Daniel’s experiential free space. Bourdier explained: “This special area will give passengers traveling through Istanbul Airport a unique opportunity to experience what Jack Daniel’s Tennessee Whiskey is all about and why it is so special, from the ingredients to the mellowing process.”
Bourdier adds that the true highlight of the experience will be the opportunity to taste the entire Jack Daniel’s Family of Brands — from Old No. 7 to Gentleman Jack, Single Barrel and others.
IST, which became fully operational in early April 2019, offers flights to over 300 destinations. It can accommodate 90 million passengers with that number expected to reach 200 million within 10 years. Last week, TRBusiness joined trade media and representatives from Gebr. Heinemann, ATÜ Duty Free, airport operator iGA and Bulgari at IST for the inauguration of a new Bulgari boutique in the Bosphorous Zone.
Nick Mogford, Vice President and Director of Global Accounts, Brown-Forman travel retail, notes the opportunities presented by the company’s association with Gebr. Heineman at IST.
He said: “Heinemann is one of the leading duty free companies in the world and has been a long-standing partner of Brown-Forman. Heinemann has been hugely supportive of our efforts to develop American Whiskey in the travel retail channel and has helped propel our brands to category leadership.
“We feel the visibility provided by the Jack Daniel’s displays and wall-bays and the prominence of Woodford Reserve and our other fine brands in store will enhance the experience of travellers passing through this impressive new airport.”
Jack Daniel’s Tennessee Whiskey is currently the number two selling spirit by volume in travel retail.