Brown-Forman has high hopes for landmark JD Sinatra launch

By Charlotte Turner |

Major American beverage company, Brown-Forman, has launched a new ‘ultra-premium’ Jack Daniel’s Tennessee Whiskey expression, in association with Frank Sinatra Enterprises (FSE).


As of October the Jack Daniel’s Sinatra Select will be available exclusively in travel retail locations across the globe. Crafted from special “Sinatra barrels” the Jack Daniel’s Sinatra Select is bottled at 90 proof and comes in a specially designed 1litre bottle.


The premium package also includes a specially designed gift box and book telling the story of the Jack Daniel’s and Frank Sinatra relationship.


Jim Perry, Managing Director for Brown-Forman Travel Retail revealed that the company would be targeting the Chinese consumer in the coming years: “It makes sense as a strategy particularly with Jack Daniel’s. China is a brown-spirits consuming market and Jack Daniel’s appeals to an audience which tends to be younger than the average Scotch brand.


Brown Forman Press conference

[Above: Brown Forman and Frank Sinatra Jr at a press conference in Cannes]


“We’re going to target some of those Jack drinkers not necessarily in the geography of China, but where they are actually travelling. For example, Sinatra is very much geared towards that high-spending passenger so in the west coast of the US you’ll see some significant activities with Sinatra.”


Rick Bubenhofer, Vice President Director of Public Relations added: “I’ve been in duty free now for about 14 years and we’ve done things all over the world and we’ve never had a press conference. This was the first global roll out for Jack Daniels. It’s a great indication of the fact that Brown Forman is really embracing the travel retail channel.”


At a dedicated launch party, which took place during the TFWA World Exhibition in Cannes (last week) Frank Sinatra, Jr. said: “Dad would be very flattered by the association.



“This fine Tennessee Whiskey, or Old No. 7 as he referred to it, was a favourite part of my father’s life and he loved both sharing it with his friends and introducing it to new acquaintances.


[Left: Frank Sinatra would often make toasts to his audience holding a glass of Jack Daniel’s]


“I’m very pleased to continue to be a part of the Jack Daniel’s family and feel the introduction of Sinatra Select is an appropriate tribute as we near my father’s 100th birthday in 2015,” said Sinatra, Jr.


According to Perry, the parent brand of Jack Daniel’s, the idea for a Jack Daniel’s premium whiskey to salute “Ol’ Blue Eyes” has been suggested for many years.


“It was common knowledge both within the entertainment industry and in the world of Jack Daniel’s that Frank was one of Jack’s biggest and most loyal fans.


Jack Daniel's Frank Sinatra Select


“He often referred to his favourite whiskey as the ‘Nectar of the Gods.’ In discussing this special edition Jack Daniel’s, the Sinatra family responded with a great deal of enthusiasm.


“All Frank’s children were vocal and encouraging in their endorsement.  We feel that Jack Daniel’s Sinatra Select will quickly become a cherished item for your home bar and encourage folks to enjoy this superb whiskey,” Perry added.


According to BF, The Sinatra barrels were hand selected by the Master Distiller Jeff Arnett, who was able to expose the spirit to extra layers of toasted wood on the inner surface of the barrels to provide an “extra full character and darker rich amber colour” to the end product.


“The extra rich barrels were mingled with classic Old No. 7 Tennessee Whiskey and bottled at 90 proof resulting in a character that is full of oak and spice notes with an exceedingly smooth vanilla finish,” says BF.


Frank Sinatra Jr

[Above: Frank Sinatra Jr]



“The smooth, bold character of the whiskey is meant to embody the smooth, bold character of the man.”


In addition to travel retail, Jack Daniel’s Sinatra Select will be available at the Jack Daniel’s Distillery in Lynchburg, Tennessee in 2013.


Jack Daniel’s Sinatra Select was introduced on October 23, 2012 at the Tax Free World Association meeting in Cannes, France.  The news conference was attended by Frank Sinatra, Jr., who later performed at the launch event for the product honouring his father.


[Below: Frank Sinatra, Jr (L) and Angelo Lucchesi (R) – Jack Daniel’s first Salesman and friend of Frank Sinatra – reminisce on Sinatra’s life and the special relationship he had with the Jack Daniel’s brand.]


Middle East

MEADFA Conference 2024 ‘heading to Abu Dhabi on 17-19 November’

This year’s Middle East & Africa Duty Free Association (MEADFA) Conference will take...


DFWC Q1 2024 KPI Monitor indicates rise in duty free impulse purchases

Impulse purchasing within global duty free is on the rise, according to the latest Duty Free...

Asia & Pacific

Avolta details “bold and ambitious” goals to grow its APAC business

With a number of key developments coming to fruition, including its operations at Wuhan Tianhe...

image description

In the Magazine

TRBusiness Magazine is free to access. Read the latest issue now.

E-mail this link to a friend