Brown-Forman Global Travel Retail (GTR) is showcasing premium and super premium+ expressions from The Glendronach, Jack Daniel’s and Woodford Reserve alongside travel retail exclusives at the ongoing TFWA Asia Pacific Exhibition in Singapore. Click here to view our rolling coverage.
The redesigned Brown-Forman booth (2-U26) takes visitors on a journey from core expressions to rare and luxury releases, underlining the company’s expertise across American whiskey and single malt Scotch.
Brown-Forman Director Global Travel Retail Oscar Camargo said, “Being here in Singapore allows us to bring our vision for whisky in travel retail to life in a highly engaging way.
“Our new booth reflects the strength and diversity of our portfolio – from iconic American whiskeys to our expanding Single Malt range – while showcasing meaningful innovation and immersive experiences.
“With The Glendronach’s 200th anniversary and the full debut of the House Editions range, alongside exciting developments from Jack Daniel’s and Woodford Reserve, we are creating strong momentum with our partners across the region.”
The Glendronach’s 200th anniversary is a key focus for Brown-Forman this year, reflecting the company’s increasing emphasis on single malts.
The brand is showcasing its travel retail-exclusive The Glendronach House Editions range at the Singapore show, first previewed at the TFWA World Exhibition in Cannes last year.
The collection features The Sevillian Room, The Venetian Room and The Parisian Room, inspired by European destinations through curated cask finishes created by Master Blender Dr Rachel Barrie.
Visitors to the Brown-Forman booth can take part in tastings hosted by Global Prestige Development Manager Keith Nair and explore a new customer activation concept centred on storytelling linked to the featured cities.
Alongside the House Editions range, the complete travel retail portfolio of The Glendronach is presented, including the recently launched old and rare expressions: the relaunched The Glendronach 21, and the new 30 and 40 Year Old.
Other key highlights include the Jack Daniel’s Single Barrel Heritage Barrel ultra-premium expression, Jack Daniel’s Tennessee Blackberry flavour innovation, and a limited-edition release linked to the Jack Daniel’s x McLaren Formula 1 Team partnership for this year, alongside the Halo MK1 prestige offering.
Brown-Forman is highlighting in-store visibility and activation concepts aimed at strengthening Jack Daniel’s permanent retail presence and shopper engagement. The ‘That’s What Makes Jack, Jack’ campaign is featured through media and retail experiences.
Woodford Reserve is also presented with an updated brand experience focused on craftsmanship and premium positioning. ✈
