Woodford Reserve fast out of the gate at JFK with sensory lounge experience

By Luke Barras-hill |

Woodford Reserve is the presenting sponsor of the famed Kentucky Derby

Brown-Forman is bringing American whiskey notes to travellers at John F. Kennedy International Airport Terminal 4 via a special activation for Woodford Reserve.

In a tie-up between the brand, T4 operator JFKIAT, DFS group and Clear Channel Outdoor, the Woodford Reserve Sensory Lounge is running from 10 April – 7 May.

It carries a custom menu featuring Woodford Reserve cocktails inspired by 200 flavours in each bottle of the Kentucky Straight bourbon.

Woodford Reserve has collaborated with some of New York City’s favourite bars – Eleven Madison Park, Employees Only and Pebble Bar – to assemble the menu, while Chocolate authority Jacques Torres has crafted a special bonbon to pair with Woodford Reserve Double Oaked.

In a nod to the famed Kentucky Derby (5-6 May), frequently referred to as the ‘Run of the Roses’, visitors to the lounge are able to enter a prize draw to win a trip to the 150th derby courtesy of racetrack owner Churchill Downs.

“We are excited about the opening of the Woodford Reserve Sensory Lounge at John F. Kennedy International Airport,” commented Stéphane Morizet, Marketing Director Brown-Forman Global Travel Retail. “Each lounge is an individual concept, meeting the high standard and desire for exclusivity of global travellers.”

‘A spectacle of the senses’

Dubbed a ‘spectacle of the senses’ by Woodford Reserve Master Distiller Elizabeth McCall, the pop-up journey invites guests to experience the portfolio with daily tastings, including occasional high-end LEPs such as the Master’s Collection.

A range of Woodford Reserve liquids will be available to purchase, including Bourbon, Malt, Double Oaked, 149th Derby bottle featuring Secretariat, Batch Proof series, Double XO  – a traveller’s Exclusive ­­– and Baccarat Edition.

The pop-up lounge in Terminal 4 is open daily from 09:00 – 13:00 and 15:00 – 23:00 and features from 10 April – 7 May.

Customers can collect a branded tote bag and old-fashioned syrup for home cocktail making on the purchase of two bottles.

Christophe Marque, Group President Merchandising, DFS Group said: “As it is imperative to continue bringing new experiences to excite our customers, we are delighted to bring the Woodford Reserve Sensory Lounge to life as it debuts in the Americas at DFS, John F. Kennedy International Airport. The lounge will provide customers with a unique assortment of limited and exclusive products and an interactive introduction to discover the Woodford Reserve collection.”

Roel Huinink, President and CEO of JFKIA added: “As the operator of the largest air terminal at JFK Airport, we are continually innovating our offerings to enhance the curb-to-gate experience, and we are pleased to welcome the Woodford Reserve Sensory Lounge at Terminal 4.

“This pop-up lounge will be an excellent addition to Terminal 4’s diverse mix of initiatives, and will help to create an enjoyable and enriching travel experience for our passengers.”

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