Brown-Forman’s Woodford Reserve has partnered with Gebr. Heineman and Unifree Duty Free to create a sensorial experience at Istanbul International Airport.

The initiative is designed to showcase the flavours of the brand’s American whiskey range to travelling consumers, via a sensory pop-up lounge that will run 24 hours a day at the location, until 31 December.

Woodford Reserve’s Sensory Lounge concept was voted Best Retailer & Supplier Promotion at the 2023 Global Travel Retail Awards.

The Woodford Reserve journey

“This sensory lounge will be a spectacle of the senses that takes visitors through a Woodford Reserve journey,” explained Elizabeth McCall, Master Distiller at Woodford Reserve. “By engaging the five senses, we will introduce consumers to Woodford Reserve and bring the travel shopping experience to new heights.”

Woodford Reserve has collaborated with Usla Akademi, one of the leading culinary academies in Turkey, as part of the initiative. Together they have crafted a special bonbon to give travellers the tasting experience of Woodford Reserve Bourbon.

“We are thrilled to join forces with our partners Usla Akademi as well as Heinemann and Unifree Duty Free to introduce the Woodford Reserve Sensory Lounge at Istanbul International Airport,” noted Brown-Forman Global Travel Retail Marketing Director Stéphane Morizet.

“This collaborative effort sets a new standard for unforgettable airport experiences.”

A range of Woodford Reserve bottles will be available to purchase, including Bourbon, Malt, Double Oaked, Batch Proof series, and Baccarat Edition. The Istanbul Airport Personal Selection edition of Distiller’s Select, which is only available at Istanbul Airport, is also available. With every purchase of two bottles, travellers will receive a branded Istanbul tote bag.

Gebr. Heineman Head of Buying Liquor Bastian-Philipp Müller commented: “We always aim to surprise travellers with something they would not expect. Hence, we are thrilled to introduce the Woodford Reserve Sensory Lounge at Istanbul International Airport.

“It is an invitation to embark on a multisensory journey into the world of fine bourbon and a unique experience that mirrors our commitment to provide unforgettable experiences.”

Unifree Duty Free Chief Commercial Officer Ceren Tonguç noted: “As Unifree Duty Free, we are committed to providing the best products and services to our passengers in all our operations. We always aim to send off our passengers pleased with the wide and special product options we offer, especially at Istanbul Airport, which has the largest duty free area in the world.

“In this sense we are thrilled to introduce the Woodford Reserve Sensory Lounge at Istanbul International Airport. Visitors…will experience an unforgettable journey of taste and have the opportunity to purchase a range of Woodford Reserve.”

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