Next month's IAADFS Show in Orlando will see the Brown-Forman Duty Free team unveil what is arguably the world's most expensive spirit, contained within its Chambord Liqueur bottle ? fashioned with $3m-worth of diamonds, gold

and pearls.

Designed by international jeweller Donald Edge, the high security appearance of the valuable Chambord bottle at the IAADFS Show is the fourth stop on a worldwide tour that has taken it 'securely' from London to Berlin, to New York and now Orlando. From Orlando it will travel on to Australia.

Jim Perry, Managing Director for Brown-Forman Duty Free said the iconic Chambord royal orb bottle is decorated with more than 60 carats-worth of diamonds, including 1,100 round brilliant cut diamonds, pear cut diamonds, a square cut emerald diamond, the finest round pearls, and hand-wrought eighteen-carat yellow gold.

‘We jumped at the chance to have the $3m Chambord bottle present at the IAADFS Show. Chambord is a very regal and fashionable black raspberry liqueur and this expensive bottle is a great way to bring it to the attention of the Duty Free/Travel Retail industry,’ said Perry.

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The $3m bottle will be on display on the Brown-Forman stand during a Chambord cocktail reception on Tuesday, February 23, from 4:00-6:00 pm. Donald Edge, the jeweller, will be available to discuss his creation during the reception.

To mark the occasion, Brown-Forman will hold a draw during the reception for a one-carat diamond with an appraised value of approximately $2,500. The winner must be present to claim the prize.

According to Perry, the Chambord bottle is currently being valued by Guinness World Records to determine if it is indeed the world's most expensive spirits container. He jokingly added that the answer to the most frequently asked question about the bottle is, ‘Yes, it's for sale.’

Meanwhile, other Brown-Forman activities during the show will include a post-Mardi Gras party on Monday, February 22, from 4:00 ? 6:00 pm to unveil the new Southern Comfort bottle. The event will include food and music from New Orleans, as well as Southern Comfort cocktails.

In addition, the Gentleman Jack luxury tour bus will be on display over the course of the show as part of the 'Perfect Gentleman Tour.' The bus, a luxury model with a plush, upscale interior, has been travelling the US serving as a mobile whiskey information centre where consumers can learn about Gentleman Jack, the world's only twice charcoal mellowed whiskey. The Gentleman Jack bus will be available for meetings and inspection during regular show hours.