AUSTRALIA. JR/Duty Free and Brown-Forman have collaborated with the Jack Daniel’s Distillery on a ‘first-of-its-kind’ offer to travellers in Australia.
Special bottles of 100 proof Jack Daniel’s Single Barrel Travellers’ Exclusive, from the Tennessee distillery’s Personal Collection Series, feature in an activation in selected JR Australian airport and downtown locations. The whiskey is from three selected barrels and there is a limited-edition bottle cradle offer.
The JR/Duty Free team and the staff of the Jack Daniel Distillery, led by Assistant Master Distiller Chris Fletcher, selected three barrels said to offer distinct flavours: light, sweet and soft; medium, creamy and balanced; and big, bold and robust. According to Brown-Forman, the travel retail-exclusive expressions offer consumers a “remarkable flavour journey”.
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The bottles are available individually, or as a limited set, along with a bottle cradle which was created as part of the project.
Brown-Forman and JR/Duty Free worked with a local Australian artisan to create bottle cradles, which were crafted out of the barrel staves of the Personal Collection barrels. The barrels provided enough wood to craft just 20 cradles; the “one-of-a-kind” collector’s item will be available in JR/Duty Free stores on a first-come, first-served basis.
Each cradle is numbered 1 to 20, and buyers will receive a certificate of authenticity from Lynchburg, Tennessee.
Brown-Forman Travel Retail Manager ANZ Michael Jackson said: “It has been a distinct pleasure to collaborate with JR/Duty Free on this unique collection. It’s fantastic to work hand-in-hand with a creative partner like JR/Duty Free to bring a special piece of Lynchburg all the way to Australia.
“These barrel selections and cradles are the first of their kind and JR/Duty Free is the perfect outlet to feature something so special.”
“Working with an iconic brand like Jack Daniel’s to offer our customers not only a unique flavour journey but a truly collectible item is something we are very proud of”
JR/Duty Free Liquor Buyer Nicole Dowling commented: “I’m excited about offering a true world-first. We developed this concept by listening to some of our most valuable customers. Working with an iconic brand like Jack Daniel’s to offer our customers not only a unique flavour journey but a truly collectible item is something we are very proud of.”
The limited-edition 750 ml bottles are available from the beginning of this month in JR/Duty Free stores in international airports in Brisbane, Canberra, Darwin and Perth. They will also be sold at the JR/Duty Free store on Swanston Street in Melbourne.
Assistant Master Distiller Chris Fletcher has offered tasting notes:
Barrel 17-3944 – a versatile soft and sweet whiskey, with aroma of fruits and vanilla, rounded with toasted oak. Bold flavours on entry but soft and pleasant finish.
Barrel 17-3947 – creamy and balanced, with caramel and baking spices; cooked apple, butterscotch and oak tannins balance from beginning to end with a lingering soft spice.
Barrel 17-3953 – dark and spicy whiskey, with dry oak along with sweet vanilla; hints of brown sugar complement charred oak and a slight smokiness. Finish is soft and sweet with a caramel ending.
