Jack Daniel’s Tennessee Travelers to appear on shelf in Heinemann exclusive

By Luke Barras-hill |

Brown-Forman Global Travel Retail and Gebr. Heinemann will deliver two new liquids from Jack Daniel’s this Autumn.

The Heinemann exclusive Jack Daniel’s Tennessee Travelers (50cl) series has an RRP of €29.90 and will be made available specifically for travel retail.

Jack Daniel’s Tennessee Travelers has been designed for whiskey travellers seeking an adventurous taste and flavour profile.

Tennessee Travelers Sweet and Oaky boasts hints of caramel, vanilla and toasted oak from the Lynchburg, Tennessee distillery’s hand-crafted barrels.

DIGITAL & PHYSICAL TOUCHPOINTS

Meanwhile, Tennessee Travelers Bold and Spicy focuses on the world of flavour derived from the grains, with notes of caramel, dry baking spices and a peppery finish.

“Our experience shows that innovation from Jack Daniel’s, being such an authentic and successful brand with a loyal following, is always highly anticipated,” commented Aude Bourdier, Vice President Managing Director, Brown-Forman Global Travel Retail.

“We feel that Tennessee Travelers, given its true exclusivity, story and authentic craftsmanship, will have a special resonance with the global traveller and will offer spirits consumers around the globe a new flavour journey to discover, as the world starts to open up again.”

Tennessee Travelers Bold and Spicy and Sweet and Oaky will be available on shelf in global travel retail with Gebr. Heinemann this Autumn.

Heinemann says it will ‘generate excitement and extraordinary experiences’ for customers with cues across digital and physical touchpoints.

This will include a broad digital campaign and enticing in-store promotions at flagship airports such as Istanbul, Frankfurt, Amsterdam and Moscow-Sheremetyevo.

Ruediger Stelkens, Director Purchasing Liquor, Tobacco and Confectionery at Gebr. Heinemann added: “We are pleased to be the first partner to launch Jack Daniel’s Tennessee Travelers in travel retail.

“At Gebr. Heinemann we always strive to offer our customers superior shopping experiences and premium, exclusive products that they can only find in our stores.

“Tennessee Travelers represents a perfect fit for travel retail as it is appealing to whiskey lovers and passionate travellers alike, thus attracting existing spirits fans but also enticing new shoppers to explore the category.”

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