Emirates Leisure Retail (ELR) and Jack Daniel’s brand owner, Brown-Forman, have opened the world’s first Jack’s Bar & Grill, a new F&B concept developed bespokely for Dubai International Terminal 3 Concourse A.

 

Jack’s Bar & Grill is one of six new F&B and travel retail outlets to be opened by ELR and sister company MMI at the new Concourse A, on January 2nd 2013. ELR already operates more than 170 outlets worldwide including more than 30 outlets across nine domestic and international airports. MMI already operates two Le Clos finest wines and luxury spirits outlets at Dubai International, with another three in development.

 

Jack’s Bar & Grill is located at Dubai International, Terminal 3, Concourse A departure level between Gates A15 and A16 and covers a floor area of 272sq m.

 

“Jack Daniel’s – the man and the whiskey – has always evoked a spirit of excitement and adventure which makes putting the first bar and grill to carry his name a perfect fit for Dubai’s new Concourse A in Terminal Three,” said Jim Perry, Brown-Forman’s Managing Director of Travel Retail.

 

‘AN ASSET TO THE REGION’

“In the world of air transportation, there can’t be a more exciting facility that resonates with the adventure of modern air travel than Concourse A. Both Brown-Forman and Jack Daniel’s are honoured to be associated with such a sparkling new facility that will prove to be such an asset for the region and the industry.”

 

[Left: Jack Daniel, the man that started it all]

 

This will be the only bar, given permission to pour ‘Sinatra Select’ by the glass and a portfolio of limited and special editions, otherwise available only at the Jack Daniel Distillery in Lynchburg Tennessee, will also be on the menu.

 

Personalisation of Jack Daniel’s bottles purchased at Dubai Duty Free is a special option for travelling customers at the outlet, alongside the Jack’s Bar & Grill range of merchandise, which is also unique to Dubai.

 

[Above: Jack’s Bar and Grill in the new Concourse A at Dubai airport]

 

TENNESSEE TREATS

The new outlet offers an authentic ‘Southern/Tennessee style menu’ with typical offerings from steaks from the pit cooked barbecue to Cajun dusted wings, JD Grill Sliders (burgers), JD style meatloaf, Cajun Jambalaya, with dessert favourites including Mississippi Mud Pie. The outlet also serves ‘early riser breakfasts’ 24 hours a day.

 

Andrew J Day, Group CEO of MMI and ELR, added: “MMI-ELR brought all its substantial brand marketing skills and capabilities together with its airport F&B and retailing experience, and the close working relationship with Jack Daniel’s brand owner Brown-Forman, to create the world’s first Jack’s Bar & Grill and a new experience for customers at Concourse A.

 

“Its design is a contemporary take on the Jack Daniel’s brand but embedded are all the traditional and unchanging Jack Daniel’s brand values and cues. The experience for customers is unique, with a range of products unmatched outside the distillery in Tennessee. Jack may have died in 1911, when aviation was in its infancy but we reckon he would appreciate and approve of this new bar for all those who enjoy his Tennessee Whiskey.”