TURKEY. Brown-Forman has introduced the largest permanent Jack Daniel’s presence in global travel retail at the new Istanbul Airport.
The impressive area dedicated to the Tennessee whiskey brand features wall bays designed specifically for the airport, including product information and bottle glorifiers, and fold-out tasting tables for sampling opportunities. The two departure wall bays also feature videos of the whiskey being produced.
Brown-Forman Vice President & Marketing Director for Global Travel Retail Aude Bourdier said: “The new Istanbul Airport is a marvel to behold and will set the standard for future international airport development just as Jack Daniel’s has set the standard for whiskies around the world.
“From the outset, the Brown-Forman travel retail team and our long-time partners at Heinemann worked to put together a series of Jack Daniel’s displays and wall bays that was equal to the anticipated stature of the Istanbul Airport.”
She added that the significant Jack Daniel’s presence in the Turkish airport provided a “unique” opportunity to tell the story of the whiskey brand.
Praising the company’s partnership with the airport retailer, Heinemann, Brown-Forman Vice President & Director of Global Accounts Nick Mogford said: “Heinemann is one of the leading duty free companies in the world and has been a long-standing partner of Brown-Forman. Heinemann has been hugely supportive of our efforts to develop American whiskey in the travel retail channel and has helped propel our brands to category leadership.
“We feel the visibility provided by the Jack Daniel’s displays and wall bays, and the prominence of Woodford Reserve and our other fine brands in-store, will enhance the experience of travellers passing through this impressive new airport.”
