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As Jack Daniel’s turns 150 years old, Brown-Forman is executing anniversary-themed promotions at selected international airports |
Brown-Forman Global Travel Retail will mark 150 years of Jack Daniel’s with celebrations at the IAADFS Duty Free Show of the Americas, which takes place in Orlando in April.
The festivities will be followed by a series of anniversary-themed initiatives and promotions at selected international airports throughout the year.
Established in 1866 in Lynchburg, Tennessee, the Jack Daniel’s Distillery slogan is “making friends and whiskey for 150 years”. Jack Daniel’s Tennessee Whiskey is found in more than 165 countries around the world and, according to Brown-Forman, is “revered for its authenticity and premium nature”.
Brown-Forman Global Travel Retail Managing Director Marshall Farrer said: “I think that slogan pretty well sums it up. You can walk into practically any travel retail store, restaurant, or bar in the world and ask for “˜Jack’ and everyone will know that you are talking about a very special whiskey made in a small town in Tennessee with one stoplight.”
Farrer added that Jack Daniel’s anniversary celebrations underlined Brown Forman’s emphasis on its leadership role in the North American whiskey category. “We’ve been the recognised leader in North American whisky since Old Forester was first bottled in 1870 and the fact that we can boast of the 150th anniversary of the distillery that makes the top-selling whiskey in the world merely solidifies our claim,” noted Farrer.
Farrer continued: “We have and will recognise some other important anniversaries associated with our whiskey portfolio this year. For example, in mid-February we celebrated the 70th year of barrel-making at the Brown-Forman Cooperage in Louisville. In addition, the Woodford Reserve Distillery will enjoy its 20th birthday in 2016. Brown-Forman is the only major spirits company to own and operate its own cooperage and Woodford Reserve remains the top-selling small-batch bourbon in the world.”
Brown-Forman Corporation brands include Jack Daniel’s Tennessee Whiskey, Jack Daniel’s & Cola, Jack Daniel’s Tennessee Honey, Gentleman Jack, Jack Daniel’s Single Barrel, Finlandia, Southern Comfort, Korbel, el Jimador, Woodford Reserve, Canadian Mist, Herradura, New Mix, Sonoma-Cutrer, Early Times, and Chambord.
