INTERNATIONAL. Brown-Forman Duty Free/Travel Retail has chosen an artistic, unique way to mark the 50th anniversary of travel retailer DFS.
The Brown-Forman team asked artists from around the world to turn barrels in which Jack Daniel’s Tennessee Whiskey had been aged into pieces of art.
The completed barrel art is on display at DFS stores in seven airports from now until 30 September 2010. The airports are located in Auckland, Singapore, Abu Dhabi, Mumbai, Los Angeles, San Francisco and New York JFK.
Explaining the initiative, Brown-Forman Travel Retail Managing Director Jim Perry said: “We’ve had a long and mutually rewarding relationship with DFS and wanted to recognise this impressive celebration in a special manner.
“DFS was a key player in our recent Jack Daniel’s ‘Buy the Barrel’ programme so we decided to commission a number of up-and-coming artists to take Jack Daniel’s barrels purchased by DFS and turn them into pieces of art. DFS will eventually auction the barrels on their website (www.dfs50.com/jackdaniels) with the money raised going to their special charity Hand in Hand for Haiti (www.HandinHandforHaiti.com).
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He added: “From the outset the DFS charity efforts on behalf of Haiti appealed to Brown-Forman Duty Free. The Caribbean is and has been very important to us and we do a lot of business there. So when an island in that region gets hurt by a natural disaster, we want to assist as best we can.”
The seven barrels of Jack Daniel’s Single Barrel were personally selected for DFS by Master Distiller, Jeff Arnett.
Each barrel and its contents of 240 750ml Jack Daniel’s Single Barrel bottles will be sold at one of the participating DFS stores. Each bottle will also include a special commemorative neck-hanger recognising the airport in which it was purchased as well as a salute to DFS’s 50th anniversary.
All participating airports except Singapore will also include a Jack Daniel’s-themed gift with the purchase of Jack Daniel’s products exceeding a specific Dollar amount that varies at different airports.
The participating artists were chosen by a panel of art aficionados who will also select the top barrel in the collection. The winning artist will be the guest of Brown-Forman at the 2011 London Art Fair.
The artists participating the barrel art promotion and the airport where their work will be exhibited are: Sheyna Baig, Mumbai; Imin Yeh, San Francisco; Dana Tomsa, JFK; Margaret Ho, Singapore Changi; Dana Tomsa, JFK; Mark Sampson and Andy Vella, Abu Dhabi; Jeff Roland, Auckland; and Bryan Bowie, Los Angeles.
To donate please visit www.HandinHandforHaiti.com