Chris Morris, Master Distiller, Woodford Reserve.

Brown-Forman Global Travel Retail has announced that Woodford Reserve’s Master Distiller Chris Morris will make a ‘rare’ appearance at next month’s TFWA Asia Pacific Exhibition & Conference in Singapore.

Morris’s attendance, which follows swiftly on from his presence at TFWA Cannes, is designed to create further noise for Woodford Reserve Baccarat Edition – the latest liquid to join the brand’s portfolio.

The travel retail exclusive retails at $1,500 and will appear on-shelf in prestigious duty free shops globally, including in Asia, from May.

During Singapore week, Morris will host special tastings of Baccarat on the Brown-Forman stand (2-N1, Basement 2) where he will discuss the bourbon-making process at the historic distillery in Versailles, Kentucky.

The 90.4 proof Woodford Reserve Baccarat Edition retails at $1,500 and remains a travel retail exclusive until May 2020.

‘POSITIVE RECEPTION’ IN ASIA 

Marshall Farrer, Senior Vice President and Managing Director of Brown-Forman Global Travel Retail says Baccarat’s anticipated impact in Asia duty free warrants the presence of the Master Distiller.

“Woodford Reserve Baccarat Edition will set an extremely high standard for luxury premium products in travel retail and therefore deserves a spokesperson of no less stature than two-time Whiskey Hall of Fame Master Distiller Chris Morris.

“In addition, the positive reception Woodford Reserve is receiving from Asian shoppers and its potential in the important markets of that region makes Chris a welcomed presence in Singapore.”

Brown-Forman says it is the activities behind the scenes such as setting the grain bill, safeguarding the yeast strand and determining the char on the white oak barrels that influence the product’s craft.

“Thus, the energy and time of a master distiller is highly valuable and closely guarded,” said the company.  “Which is why the attendance of Woodford Reserve Master Distiller Chris Morris […] is not only highly unusual but literally unprecedented. It also speaks volumes about the importance of Woodford Reserve Baccarat Edition to the Brown-Forman travel retail portfolio.”

For further information on Woodford Reserve Baccarat, click here.

To read an interview with Aude Bourdier, Marketing Director for Brown-Forman Global Travel Retail and Developed APAC, watch out for the May edition of TRBusiness.