Brown-Forman ‘We are Jack’ campaign to launch in over 50 airports worldwide

By Andrew Pentol |


The ‘We are Jack’ Campaign will focus on authenticity and integrity.

Brown-Forman Global Travel Retail is to launch the ‘We are Jack’ campaign focusing on the American whiskey’s authenticity and taste.

According to the company, the campaign will remind passengers worldwide that Jack Daniel’s is ‘the whiskiest whiskey from Lynchburg Tennessee.’

Aude Bourdier, Vice President and Marketing Director, Brown-Forman Global Travel Retailer said: “Jack Daniel’s is a whiskey that for 153 years has remained true to its core values of independence, authenticity and integrity as established by Mr. Jack himself.

“Our new ‘We Are Jack’ campaign being launched in over 50 airports worldwide is designed to introduce those values to new friends and reinforce it among the legions of Jack Daniel’s loyalists everywhere.”


The ‘We Are Jack’ campaign will focus equally on the authenticity and integrity of the whiskey as well as the loyalty and professionalism of those who make it at the Jack Daniel Distillery in Lynchburg, Tennessee.

It will also remind travellers that Jack Daniel’s is made ‘with one spotlight’ and allow them to meet the people of the town involved with the daily production process.

Bourdier added: “Truth is more powerful than marketing fiction and the ‘We Are Jack’ campaign is designed to emphasise the fact that Jack Daniel was a real person, his distillery is located in a real place and the people who make it are passionate and loyal professionals whose motto goes back 153 years: Every day we make it, we’ll make it the best we can.”


Brown-Forman is plesed with the positive reception the ‘We are Jack’ campaign has received from retail partners.

Considered the most recognised whiskey in world and, Jack Daniel’s Tennessee Whiskey is currently the number two selling spirit by volume in travel retail.

“This brand and the people who make it — more so than any other American whiskey — don’t just talk the talk but, more importantly, they walk the walk as Jack Daniel’s global popularity and reputation illustrates,” Bourdier remarked.

While declining to disclose the actual budget for the ‘We Are Jack’ campaign, Bourdier acknowledges that it represents a sizeable financial commitment by BrownForman Global Travel Retail in support of one of the top selling whiskies in the world in domestic and travel retail.    

“We are very pleased with the positive reception ‘We Are Jack’ has received from our retail partners. They have embraced the campaign completely and will work closely with us to bring the history and authenticity of Jack Daniel’s Tennessee Whiskey — as well as news of the special people who make it — to international travellers in airports around the world,” she commented.

“’We Are Jack’” displays and other items are scheduled to begin appearing in major international airports this autumn.”


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