Brown-Forman and Gebr Heinemann have partnered to launch Jack Daniel’s Tennessee Travelers, a travel retail exclusive series. The two initial expressions, ‘Sweet and Oaky’ and ‘Bold and Spicy’ will be available through the retailer from this Autumn at a recommended retail price of €29.90 for 50cl.
Tennessee Travelers ‘Sweet and Oaky’ features flavours of caramel, vanilla and toasted oak, while Tennessee Travelers ‘Bold and Spicy’ showcases the flavour derived from the grains, with notes of caramel, dry baking spices and a peppery finish, according to the brand owner.
Aude Bourdier, VP Managing Director for Global Travel Retail at Brown Forman, said: “Our experience shows that innovation from Jack Daniel’s, being such an authentic and successful brand with a loyal following, is always highly anticipated. We feel that Tennessee Travelers, given its true exclusivity, story and authentic craftsmanship, will have a special resonance with the global traveller and will offer spirits consumers around the globe a new flavour journey to discover, as the world starts to open up again.”
Jack Daniel’s Master Distiller, Chris Fletcher said: “The demands of home life and the operations of his distillery never allowed Mr. Jack to venture far from Lynchburg, Tennessee but he did have wide-ranging aspirations for his whiskey and a deep curiosity about other parts of the world. He attempted to satisfy both by visiting the 1904 World’s Fair in St. Louis where he entered his whiskey in its first international competition. He walked away with a Gold Medal and a confirmation that there was a thirst for his whiskey beyond the boundaries of its distribution.”
“We feel that Tennessee Travelers pays homage to Mr. Jack’s insight and his desire for people across the globe to enjoy his whiskey. I am humbled to have played a part in its creation.”
Gebr Heinemann Director Purchasing Liquor, Tobacco and Confectionery Ruediger Stelkens said: “We are pleased to be the first partner to launch Jack Daniel’s Tennessee Travelers in travel retail. We always strive to offer our customers superior shopping experiences and premium, exclusive products that they can only find in our stores. Tennessee Travelers represents a perfect fit for travel retail as it is appealing to whiskey lovers and passionate travellers alike, thus attracting existing spirits fans but also enticing new shoppers to explore the category.”
Heinemann Director Marketing Jens Peter Peuckert added: “We set the bar high when it comes to creating wow effects for our shoppers. We are thus leveraging the exclusive global launch of Tennessee Travelers to generate excitement and extraordinary experiences along the entire consumer journey. This includes engagement across all digital and physical touchpoints, ranging from a broad digital campaign to enticing in-store promotions at flagship airports such as Istanbul, Frankfurt, Amsterdam and Moscow Sheremetyevo.”
*Ruediger Stelkens featured in Episode 4 of TRI-POD, the Moodie Davitt Report video podcast series in association with The SEVA Group, in which guests chat not just about the travel retail industry but also about their own lives, likes and inspirations. Click here for access.
