FRANCE. Brown-Forman American whiskey brand Woodford Reserve is to launch a sensory pop-up lounge experience at Paris Charles De Gaulle Airport later this month. The activation has been developed in partnership with the Lagardère Travel Retail/Groupe ADP joint venture, which operates the duty free shops at Paris airports.
Located in Terminal 2E at Gate M, the activation will run daily (7am-4pm) from 30 August to 26 September.
Woodford Reserve has also partnered with well-known Paris cocktail bar Little Red Door to bring a ‘farm-to-bar’ cocktail menu to the pop-up. Renowned confectioner La Maison du Chocolat of Paris has crafted a special bonbon to pair with the whiskey, especially for the activation.
The menu will feature Woodford Reserve cocktails and non-alcoholic cocktails which the brand said is inspired by the 200 flavours in every bottle of its Kentucky Straight Bourbon. With sustainability in mind, cocktails will be served in keepsake Govino glasses to reduce waste.
Tasting opportunities for Woodford Reserve products will change daily and occasionally include high-end limited releases such as the Master’s Collection and Baccarat Edition, a Cognac-finished bourbon.
A range of Woodford Reserve will be available to purchase at the pop-up, including Bourbon, Malt, Double Oaked, Five-Malt Stouted Mash, Batch Proof 128.3 and Baccarat Edition.
An exclusive bottle of Woodford Reserve Bourbon featuring a ‘From Paris With Love’ design will be available at the lounge. In a final touch, customisable gift tags will be available for consumers to add to their bottles.
Woodford Reserve Master Distiller Chris Morris said: “This unique sensory lounge will bring the flavours of Woodford Reserve to all those travelling through Charles De Gaulle Airport. It’s an interactive way to introduce consumers to Woodford Reserve with a Parisian twist, elevating the travel shopping experience to new levels.”
Little Red Door General Manager Alex Francis said: “We’re incredibly excited to bring our farm to glass approach to cocktails to a world-class environment like Charles de Gaulle Airport to showcase the best in French produce.”
He added: “To do it alongside long-term collaborators and the premier spirits brand in travel retail Woodford Reserve is even more exciting.”
