The new Jack Daniel’s display at Sharjah International Airport showcases the entire brand family
UAE. Brown-Forman Travel Retail has installed its first Jack Daniel’s display in the duty free section of Sharjah International Airport. Highlighting the entire Jack Daniel’s family of whiskies, the display forms part of an ongoing programme to showcase the brand in key airport locations across the world.
Showcasing the signature Jack Daniel’s packaging, the free-standing display is dominated by the brand’s trademark black and white colours as well as the iconic “old No 7 brand” logo. LCD screens highlight the various Jack Daniel’s Family of Fine Whiskies products.
Brown-Forman Travel Retail Vice President and Managing Director Jim Perry noted that the display was designed to allow consumers to learn the differences between the various Jack Daniel’s whiskies, so they can make an informed choice at the point of purchase.
“While all members of the Jack Daniel’s family of whiskies are outstanding products, they each have their own taste characteristics that are fairly distinct. So, in addition to airport displays, we are also offering sampling opportunities and informational materials so travellers can experience the difference between a Jack Daniel’s, a Gentleman Jack and a Jack Daniel’s Single Barrel,” he said.
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