Vegas airport promotes new Sinatra Jack Daniel’s

By Charlotte Turner |

Jack Daniel’s Tennessee Whiskey, in association with Frank Sinatra Enterprises (FSE), has launched its first installation of Jack Daniel’s Sinatra Select’s “The Sinatra Experience” in the Las Vegas Airport.


Brown-Forman launched the new ‘ultra-premium’ Jack Daniel’s Tennessee Whiskey expression, in association with Frank Sinatra Enterprises (FSE) on October 23, during the TFWA World Exhibition in Cannes.


The news conference was attended by Frank Sinatra, J., who later performed at the launch event for the product honouring his father.


The Jack Daniel’s Sinatra Select will be available exclusively in travel retail locations across the globe. Crafted from special “Sinatra barrels” the Jack Daniel’s Sinatra Select is bottled at 90 proof and comes in a specially designed 1litre bottle.


Frank Sinatra Select Jack Daniel'sFIRST STOP, LAS VEGAS

Las Vegas airport marks the first of a series of installations that will be launched in major global airports, fully equipped with three interactive Sinatra Experience stations to “immerse consumers in the Frank & Jack story”.


Each Jack Daniel’s Sinatra Select installation of the Sinatra Experience will feature areas for tasting, viewing, and listening. The viewing area provides an opportunity for visitors to peruse photos of Frank Sinatra, whilst the listening area will include Frank Sinatra’s music and the retelling of Frank Sinatra’s life and his relationship with Jack Daniel’s.


“The Las Vegas Airport was selected to be the first place in the world to receive Jack Daniel’s Sinatra Select because Vegas was such an important part of Frank Sinatra’s life,” said Jim Perry, Managing Director of Brown-Forman Travel Retail.


“Frank and Jack literally spent years flying around the globe together; wherever Frank went, Jack Daniel’s was by his side.  Along with our retail partner, Nuance, we are very excited about the Las Vegas airport installation. We feel that our airport installation will engage consumers in the story of the great friendship between Frank and Jack as well as educate them about the unique craftsmanship of this exclusive whiskey.”



The special edition bottle comes in a luxuriously designed gift box and with a book telling the story of the long-term friendship between Jack Daniel’s and Frank Sinatra.  It is known that on stages throughout the world from the 1950s through the 1990s, Sinatra would always offer a toast to his audience with a glass of Jack Daniel’s in his hand.


Initially a Travel Retail exclusive, the suggested retail price for Jack Daniel’s Sinatra Select will be determined market-to-market.


“We are very excited and honoured to have been chosen by Brown-Forman to be the first retail partner to launch Jack Daniel’s Sinatra Select in Las Vegas,” said Richard Rendek, CEO of Nuance.


“We very much value the relationship we have with the Brown-Forman team and look forward to working together on many more new product innovations.”


In addition to Travel Retail, Jack Daniel’s Sinatra Select will be available in Tennessee, including at Lynchburg and other select cities starting spring 2013.

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