Jack Daniel’s Bottled-in-Bond has launched exclusively at Delhi Duty Free Services before a “slow” roll-out to other airports in India and the Middle East.
The Jack Daniel Distillery said it is honouring its commitment to quality with the release of the 100%-proof edition, which is exclusive to travel shopping and a member of the Jack Daniel’s Family of Brands. The 1-litre bottle is priced at US$40 (€34).
Brown-Forman Global Travel Retail said Bottled-in-Bond will later be available in major airports and other international locations.
Jack Daniel’s Master Distiller Jeff Arnett explained that the new expression replicates rules that were set over 120 years ago
“Whiskey-making in the 1800s too often produced a hodgepodge of sub-par, counterfeit and even dangerous spirits. Whiskey drinkers at times weren’t sure of what exactly they were drinking or being served,” he said.
The United States Congress passed the Bottled in Bond Act in 1897 to ensure a high level of safety and consistency in American whiskeys. Whiskey had to be aged at least four years and bottled at 100% proof at one distillery during a single season.
“We think so much of this whiskey that we are making it a permanent member of the Jack Daniel’s Family of Brands – a cautious step we take only with the most special of new products.”
Jack Daniel’s whiskey is made in Lynchburg, Tennessee, where it is charcoal mellowed and matured in new American oak barrels crafted by its own coopers. Bottled-in-Bond is described by the brand as “bold”, with rich flavours complemented by Jack Daniel’s smoothness.
Brown-Forman Global Travel Retail Senior Vice President and Managing Director Marshall Farrer commented: “In many ways, the introduction of Jack Daniel’s Bottled-in-Bond is a step back into the early days of the distillery when Jack Daniel was pioneering the craft of making Tennessee whiskey.
“We think so much of this whiskey that we are making it a permanent member of the Jack Daniel’s Family of Brands – a cautious step we take only with the most special of new products.”
“The Indian traveller is constantly looking for newer experiences and expressions of brands they love and Bottled-In-Bond gives them a peek into an important era in the history of American whiskey.”
Brown-Forman Head of Marketing, Indian Subcontinent and Maldives Vineet Agrawal added: “We are excited to launch Jack Daniel’s Bottled in Bond for Indian consumers. The Indian traveller is constantly looking for newer experiences and expressions of brands they love and Bottled-In-Bond gives them a peek into an important era in the history of American whiskey.”
Delhi Duty Free Services COO Ashish Chopra commented: “We are very conscious of the growing customer demand to experiment and seek out product exclusives when shopping in Delhi Duty Free.
“Over the years, Jack Daniel’s has been one of the most popular liquor brands at our duty free shops. Partnering with Jack Daniel’s has always been rewarding. We are sure this launch will be a roaring success as we have noticed remarkable interests among passengers within a few days of launch.”
