Brown-Forman and Lotte Duty Free celebrate Jack Daniel’s American Single Malt with Changi Airport pop-up

The simultaneous Jack Daniel’s activations at Heathrow and Changi airports represent the first major pop-ups for the brand in travel retail
Say hello to richer sipping: The Jack Daniel’s whiskey has been finished in Oloroso sherry oak casks, giving the travel retail-exclusive expression a rich vanilla and caramel flavour

SINGAPORE. Brown-Forman Global Travel Retail has partnered with Lotte Duty Free and Changi Airport Group to launch the travel retail-exclusive Jack Daniel’s American Single Malt Whiskey in Asia Pacific travel retail with a major animation in Singapore Changi Airport.

The animation showcases the craft and ‘richer sipping’ of the whiskey innovation and aims to raise perceptions of American Single Malt Whiskey. It is located in Terminal 1 and will run until 12 October. The pop-up is expected to reach three million passengers throughout its run.

Rich brown and navy-blue hues decorate the space, which is designed to evoke the feeling of a premium American bar. Striking wood details meet antique-style mirrored elements to create plenty of atmosphere for travellers to experience the exclusive expression.

The Jack Daniel’s American Single Malt Whiskey features prominently throughout the activation space, brought to life via free tastings and vibrant digital screens.

At the pop-up, travellers can enjoy a special tasting, led by Jack Daniel’s Brand Ambassadors, which highlights the different notes and flavours of the exclusive expression.

The animation is being supported by a high-profile digital screen campaign, which builds brand awareness and drives traffic to the pop-up.

Impactful OOH media drive traffic to the pop-up in Changi Airport’s Terminal 1

Changi Airport Group Managing Director of Airside Concessions Teo Chew Hoon commented: “This cooperation underlines Changi’s commitment to providing travellers with memorable and immersive experiences and bolsters our strength in the wines and spirits category. We are excited to collaborate with Brown-Forman to bring the captivating world of Jack Daniel’s American Single Malt to our passengers, adding a touch of class and innovation to their journey.”

As reported, Brown-Forman is simultaneously running a twin Jack Daniel’s activation in London Heathrow Airport in partnership with Dufry, Heathrow and JCDecaux.

Brown-Forman Global Travel Retail Senior Manager Asia Pacific Dreamy Zhou commented: “We are thrilled to showcase our new take on timeless single malt traditions through this premium immersive pop-up. With its captivating digital displays and elegant ambiance, travellers will have the chance to savour the rich and complex flavours of our American single malt while learning about the fascinating story behind it.

“We thank our partners for the great cooperation. Through this, we are able to enrich the journey for interested consumers at Changi Airport in such a special way.”

(Left to right) Lotte Duty Free Chief Operating Officer Jin Yong; Changi Airport Group Vice President Concession Operations Gwyn Sin; Changi Aiprort Group Vice President, Airside Planning & Leasing Chandra Mahtani; Brown-Forman Global Travel Retail Senior Manager Asia Pacific Dreamy Zhou, and Lotte Duty Free Managing Director Jeong Soon-Gyu share a toast at the pop-up

“Jack Daniel’s American Single Malt stands as a testament to ground-breaking innovation, embodying more than just a spirit; it presents itself as an immersive experience that beckons you into the artistry within each sip,” added Lotte Duty Free Singapore Managing Director Jeff Lee.

“Our heartfelt gratitude extends to our esteemed partner, Brown-Forman, for joining us on this remarkable odyssey of craftsmanship and luxury.”

Created by Jack Daniel’s Master Distiller Chris Fletcher, the expression is crafted from 100% American barley and then softened using the whiskey house’s traditional charcoal mellowing process.

Afterwards, it is aged in handcrafted American oak barrels before finishing in Oloroso sherry casks. The whiskey offers subtle flavours of caramel and vanilla, complemented by dark chocolate, nuts and berry notes. It is housed in a new decanter-inspired bottle, which features a navy, gold and brown colour palette.

The Jack Daniel’s American Single Malt whiskey expression is a milestone for the distillery and represents its first foray into the world of single malts. Following the London and Singapore animations, Brown-Forman is hosting more than 40 Jack Daniel’s activations in key airports globally. Altogether, the campaign is estimated to reach 13 million passengers and offer 60,000 tastings. ✈

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